Weetabix has launched a new sales-driving campaign for Weetabix Melts.
Live from now until 5 December, the activity is designed to increase awareness of the range at point of purchase across the UK.
The campaign is supported by a £300,000 investment including proximity outdoor advertising, targeted digital display and e-commerce. It is expected to reach 11 million consumers.
The soft-centred crunchy bites launched in spring 2021 as a new product in the chocolate pillow category and is now worth £3m RSV. Weetabix Melts is also HFSS compliant and is high in fibre, low in salt, and fortified with vitamins and iron with no red traffic lights.
Anna Cheatley, Senior Brand Manager at Weetabix Food Company, said: “We’ve had a brilliant first year of sales for Weetabix Melts – it’s a real hit with families and is becoming a firm favourite for both breakfast time and as a snack at any time of day.
“This campaign is set to drive even more awareness of the delicious HFSS-compliant range, with hyper-targeted out-of-home and online advertising.”
