Weetabix, the UK’s favourite breakfast cereal, is energising the cereal category and planning to drive further growth this summer with the launch of its latest Summer of Sport campaign. The activity follows the success of its previous Weetabix all-stars activity which helped to add almost 300,000 new households to Weetabix Original[iii], readying even more of the nation with nutritious goodness, made the right way.
Rolling out across May and June, the activation is designed to help retailers capitalise on heightened consumer interest in a healthy breakfast during a packed sporting calendar, while driving incremental sales of Weetabix Original through impactful in-store activation and shopper engagement.
The campaign builds on the momentum of the brand’s ‘Mo-tivation’ activity fronted by Sir Mo Farah earlier this year, which delivered a 5% increase in volume and 8% value growth. With sports like football, athletics, cricket and more all set to dominate the national conversation this summer, Weetabix is doubling down on its proven approach of linking breakfast with everyday routines and active lifestyles.
To support the trade, a comprehensive in-store POS toolkit will be rolled out across wholesale and major multiples. Featuring a roster of sporting talent including Dame Jessica Ennis-Hill, Sir Mo Farah and Ade Adepitan MBE, the materials are designed to stand out on shelf and convert increased footfall into sales during a key seasonal moment.
The campaign also includes a large-scale activation with Tesco, offering shoppers the chance to win an exclusive football training session with Leah Williamson alongside additional prizes. This activity will be supported by wider digital and social amplification to maximise reach and engagement throughout the summer.
Lorraine Rothwell, head of brand marketing at Weetabix, comments: “We know how powerful major sporting moments can be in driving shopper engagement, and this summer presents a fantastic opportunity for retailers. By partnering with our Weetabix all-stars and delivering impactful in-store support, we’re helping our grocery and wholesale partners make the most of increased footfall and demand, while reinforcing Weetabix as the go-to breakfast to fuel the nation.”
The Weetabix Summer of Sport campaign is available to the trade, with POS kits accessible across wholesale and selected grocery channels now.
