Weetabix has launched a new nationwide campaign that asks consumers “Do you Weetabix or Heatabix?”
#Debatethebix encourages shoppers and retailers alike to pin their colours to the mast and claim their favourite serve – heated up for a warming start to the day or served with cold milk instead. The humorous campaign is supported with a £2m marketing investment. The goal is to drive consumption through warm serves during the colder months, aligning with evolving consumer preferences.
The campaign, which will reach an estimated 84% of the population, launched with a new bespoke TV advert which is airing across all mainstream commercial channels, catch-up and digital. The ad is bolstered with social media, PR and in-store activities.
Lorraine Rothwell, Head of Marketing at Weetabix, said: “We know the impact of an authentic emotional connection with our brand – just look at the success of previous award-winning campaigns like ‘Beans on Bix’ and ‘#MilkFirst’.
“The ‘Do You Heatabix or Weetabix? #Debatethebix’ campaign is not just about breakfast; it’s about creating connections and celebrating the myriad ways people enjoy their favourite cereal.”
