Oatibix is back on TV for the first time in more than 10 years with a campaign to encourage Brits to start the day well.
The new advert, which airs from 11-24 April, is part of a wider £2m marketing investment that also includes on-demand, social, digital and shopper marketing activity. The campaign is expected to introduce Oatibix to 600,000 new households this year, with ambitions to grow the brand by more than 30% by 2023.
The light-hearted pirate-themed ad playfully points to the benefits of Oatibix, as a shipmate’s final plea for a bowl of Oatibix miraculously saves him from walking the plank. It signs off with the traditional Weetabix ‘Have you had yours?’ line.
The advert follows a recent brand refresh, with Oatibix unveiling new packaging and a recipe reformulation for the Original biscuits in February. Oatibix packs are now category-unique green in colour.
Gareth Turner, Head of Marketing at Weetabix, said: “The ‘natural and wholesome’ segment of cereals has continued to grow in the past year, so it’s been the perfect time to give some love to Oatibix. Shoppers are already loving Oatibix’s new look and crisper and lighter taste, and the new, playfully pirate-themed TV advert showcases the fun nature of Weetabix‘s oat-filled sibling.
“Alongside the refreshed pack designs and delicious new flavours, this is a major investment into the Oatibix brand, so it’s a product to look out for in 2022. As the whole Oatibix range is HFSS-compliant, we will be putting our full support behind the relaunch – raising awareness of the Oatibix brand and driving sales in the months ahead.”
