Weetabix gears up for a summer of sport with football competition

Running from May to October, the competition will offer shoppers the chance to win football prizes, such as training sessions with FA coaches, signed shirts and tickets to international matches.

The competition will be advertised across Weetabix Original, Oatibix, Weetabix Protein, Crispy Minis and Weetabix On The Go.

Weetabix will be working with wholesalers to create in-depot displays and will provide POS tools to convenience retailers.

The promotion is “perfectly timed ahead of the big summer of football” and the partnership aims to “encourage kids to get active and help the nation to embrace healthy choices”.

It will also “capitalise” on the brand’s £12m growth in 2020, which was “bolstered by an increase in cereal consumption with more at-home breakfast occasions”.

Gareth Turner, head of brand at Weetabix, said: “We have heavily invested in the cereal category in the past 12 months, with £14 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.”