FDBusiness.com

Weetabix, the UK’s second largest branded manufacturer of cereals and cereal bars, has launched a £5 million cross-media marketing campaign, to promote its new breakfast drink. The campaign is aimed at positioning Weetabix On The Go Breakfast Drinks as a convenient breakfast solution for the estimated 15 million people on any one day who don’t have time to stop for breakfast and forms part of Weetabix’s overall mission of providing nutritious breakfasts that ‘fuel the nation’.

The campaign includes a heavyweight outdoor and digital campaign introducing the tagline ‘Weetabix, fuel in a bottle’ comprising of three different creatives. These will be situated across rail, roadside and underground to ensure mass reach and high visibility in a variety of environments.

It also includes a video-on-demand program, consisting of three films that will run for four-weeks. Featuring iconic English actor, Peter Serafinowicz as the voice over artist, the campaign is set to target young adult breakfast skippers who either don’t eat breakfast due to hectic morning schedules or make poor breakfast choices.

A massively sampling campaign sits at the heart of this campaign, the creative is centred around ‘on the go breakfast fuel’. The nationwide sampling campaign launched at the beginning of March and will run for 8 weeks. During this time, it will hit a total of 400,000 consumers target consumers

This is the first campaign to promote the new breakfast drink which is part of a category which we believe will grow to £300 million.