HOW WE TURNED IT UP FOR WEETABIX WITH A SUMMER OF FOOTBALL

Unlocking F&D in store is imperative to us driving ROS for Weetabix in 2021 and we knew we needed something that would stand out from the rest of the category, exciting both shoppers and their key customers.

WE CREATED THE ULTIMATE BRAND PARTNERSHIP

The Weetabix & FA partnership delivers on all levels - with shared brand values of inclusivity and looking after the nation, the two brands are a perfect fit.

We managed all liaisons with the 5 different FA organisations, creating the look & feel for the promotion and developing all activation plans to ensure that the partnership would deliver against Weetabix’s F&D objective.

The on-pack promotion will be live across all 5 UK nations where we will hero each Nations FA team respectively across local POS and comms.  Shoppers can access a microsite via an on-pack QR code to choose their respective nation and claim a prize from their nation’s FA team.

From match tickets to coaching sessions with your football heroes, Weetabix’s partnership with the FA will deliver epic money-can’t-buy football prizes all summer!

Gareth Turner, Head of Brand at Weetabix, said: “We’re thrilled to bring this partnership to life, offering unique prizes and access to some of the biggest British football players across the men’s and women’s game. We’ve heavily invested in the cereal category in the past 12 months, with £14million spent on marketing, and this promotion will further reinforce Weetabix as part of the fabric of British society. 

“Landing ahead of a big summer of football, it will be a great opportunity for retailers to maximise this hook, help the nation to get active and to make the cereal shelves stand-out in 2021. 

“Spontaneous awareness of the Weetabix brand is up 39% year-on-year  and this campaign will help us to further increase penetration for all parts of the Weetabix portfolio, building on a successful year for the brand and supporting our big growth ambitions.”