Weetabix announces £1m Chase partnership with ITV      

Leading cereal brand Weetabix has announced the launch of a new £1 million TV advertising campaign, developed and managed by Mindshare in partnership with ITV and its flagship quiz show, The Chase.

The campaign is due to run from 1 August until 30 September.

The TV ad spots, which will appear in a variety of 10 second and 20 second variants at primetime moments between each show’s finale, feature all six of The Chasers, as well as the iconic yellow packs of Weetabix Original and Weetabix Chocolate cereals.

Each advert is specifically tailored to fit the natural progression of the show, highlighting a delicious bowl of Weetabix as the key ingredient for either the contestant – or The Chaser’s – success.

The new partnership will be amplified on social media with fun and engaging content posted on Weetabix and The Chase online profiles across the campaign.

As one of the most successful and longest running quiz showsin the UK, The Chase, renowned for its difficulty and entertainment, is highly popular with adult audiences. With very few teams able to beat the smartest brains on television, viewers are asked, ‘Have You Had Yours?’ as they prepare for the challenges ahead.

The new partnership is the latest edition in a fresh drive for consumer awareness from the brand, which debuted ‘The Weetabix Discovery’ in April this year. A rallying cry to the nation, the £10 million campaign, which launched across TV, catch up, digital, radio, social and PR, explored the ‘scientific’ correlation between Britain’s recent societal and sporting performances and Weetabix consumption rates, and provides one clear solution – the nation needs to have theirs!

“We’re extremely proud to launch our new campaign with ITV and The Chase – we couldn’t think of a better partner for our brand message and values,” Lorraine Rothwell, head of brand at Weetabix Food Company, said.

“Combining the benefits of a nutritious and wholesome bowl of Weetabix with the dedication and skill to beat one of the UK’s most-loved and hardest quiz shows was a no-brainer! As the nation’s favourite cereal, this investment will help us reach a shared passion for some of our loyal Weetabix fans and engage new consumers looking to gain ‘The Weetabix Advantage’ in their day.”

Bhavit Chandarni, director of BE Studio at ITV, added: "This partnership is a perfect example of BE Studio's ability to bring together two iconic brands The Chase and Weetabix. It's an excellent example of how, at ITV, we can help advertisers amplify their campaigns in unique and creative ways. I'm particularly excited about the fun and entertaining social content that we've created."