As the cost-of-living crisis continues to bite, Weetabix has created a free digital recipe book to inspire the nation with healthy, affordable meals and snacks for breakfast and beyond.
Every recipe in the book costs around 80p per serve and has been specially developed by experts to build a range of simple to prepare dishes that can be enjoyed around the clock. The guide aims to show consumers that Weetabix could very easily become the foundation of a favourite teatime snack or mid-week meal.
This latest expansion of the ‘Any Which Way a Bix’ campaign is supported by a £2m investment including a new TV ad amplified across YouTube and video-on-demand. The end frame of the new film features a scannable QR code to directly link and download the Weetabix recipe book. Additional consumer activity includes in-store media and POS investment, as well as activity across Facebook, Instagram and TikTok, where social influencer ‘Bixers’ will demonstrate selected recipes from the cookbook throughout January.
Lorraine Rothwell, Head of Marketing at Weetabix Food Company, said: “Consumers trust us to provide a healthy, nutritious breakfast and now we’re looking to help at other times. Our recipe book offers consumers affordable and versatile inspiration, helping them to reconsider the role that Weetabix plays in their routine by catering well beyond traditional breakfast occasions.”
