Weetabix Crispy Minis is hitting the ramps with a bold new campaign featuring Team GB Olympic Skateboarder Lola Tambling, designed to inspire active families while raising awareness of its latest flavour – Caramelised Biscuit.
Building on the success of the launch earlier this year, the campaign includes a 30-second advert where Lola showcases her skills with the tagline: “Drop some flavour into your bowl.” Aimed to engage children and adults alike, the playful ad features the 16-year-old Olympian dropping into a cereal bowl with her skateboard, navigating her way through a breakfast bowl filled with the new Crispy Minis.
Backed by £400,000 investment across VOD, social media, and experiential marketing, the campaign will be shared at peak family moments to maximise awareness to its key audience. With this bold marketing campaign, Weetabix is set to keep the momentum rolling of its latest permanent member to the Minis family.
Weetabix Crispy Minis continues to grow as the #3 brand by volume in the Tasty Choice category, increasing in value by +5% year on year[1]. This strong performance is underpinned by continued investment into the Weetabix Masterbrand, which has grown in volumes by +1% despite a wider decline across the cereal category[2]. With an annual marketing spend of £15 million in 2025, the brand is reaffirming its commitment to driving growth and keeping Weetabix front of mind with UK consumers.
To engage young skaters, Weetabix Crispy Minis is hosting a special event at Bay 66 skate park on 15th April, where attendees will have the chance to meet Lola Tambling, learn new tricks, and enjoy some delicious Crispy Minis samples. This exciting activation is designed to encourage families to stay active and embrace the fun, as the days get longer and we spend more time outdoors.
Emily Hill, Weetabix brand manager, commented: “Weetabix Crispy Minis Caramelised Biscuit has already proven to be a hit since launching earlier this year. Now, we’re turning up the excitement with an interactive, high-energy campaign that encourages families to get moving, fuelled by a tasty, wholegrain breakfast. Partnering with Lola Tambling is the perfect way to bring this to life, and we can’t wait to see young skaters in action at Bay 66.”
Perfect for those who like the sweet taste of caramel without compromising on nutrition, Weetabix Crispy Minis Caramelised Biscuit is HFSS compliant, high in fibre and made with wholegrain wheat, making it an ideal cereal choice for families across the country.
