Weetabix is bringing back its Any-Which-Way-A-Bix campaign, introducing a new ‘Win £10,000’ on-pack promotion and in-store activity for the year.
As an extension of the ‘Have You Had Your Weetabix?’ messaging, the new activation is part of a wider £11m media spend and aims to drive penetration and category value by encouraging consumers to share their Weetabix creations to win the cash prize.
The limited-edition pack design will feature on all core Weetabix Original packs, including grocery multiples and PMPs. Launched this month with in-store activity and remaining on-pack till March, the new packs feature fruit, nuts and seeds and the ‘share your creations to win £10K’ campaign graphic to encourage consumer involvement and purchase.
The campaign is the first part of a wider marketing strategy for 2020, with Weetabix aiming to triple its sizeable advertising investment between 2018 and 2020 across TV, radio and digital, with more exciting activity to be unveiled later in the year.
Charlotte Hunt, Senior Brand Manager at Weetabix, says: “We’ve gone bigger and better with Any-Which-Way-A-Bix for 2020. The amplified campaign builds on the success of last year as we aim to once again inspire and capture the attention of the nation, reinforcing Weetabix as an enjoyable, healthy and advantageous way to start the day. With striking new visuals and an exciting new on-pack proposition, we’re confident that this campaign will bring more shoppers to the cereal aisle and drive fantastic results.”