Weetabix unveils on-pack promo in new £2m football campaign

Weetabix’s partnership with the FA is back this summer for the third year running.

The nation’s favourite breakfast cereal is making it a hat-trick for brilliant football campaigns with a brand new on-pack promotion to celebrate the FIFA Women’s World Cup 2023.

Best-selling products from the Weetabix portfolio – including Weetabix Original, Weetabix Banana, Weetabix Chocolate and Weetabix Protein – will feature the hero campaign from July through to the end of September. Any shoppers purchasing any of these packs will be in with the chance of winning an official FA shirt, with a new winner every 90 minutes.

Entry is via a QR code on pack, with each consumer able to fill a simple online form to find out instantly if they are a winner. In addition to this, there are thousands of footballs to be won via the same mechanic.

With the FIFA Women’s World Cup being hosted in Australia & New Zealand this year, kick-offs will be at breakfast time, giving the beloved breakfast cereal the competitive ‘Weetabix advantage’ over other categories ordinarily thought of as more natural companions for football.

This activation also runs through the second biggest cereal trading period: back to school. It’s a time when morning routines are back in full swing after the summer holidays, families will be seeking value and good breakfasts to enhance learning. Last year September registered the highest volume sales of the last 12 months and buyer numbers for cereal peaked, as did total number of shopping trips [Kantar].

“We’re proud to be championing women’s football once again this year. With the FIFA Women’s World Cup falling within the school holidays, this promotion encourages even more families to get behind the game and support their chosen team to victory in what looks set to be the biggest year for the sport yet,” Lorraine Rothwell, Head of Marketing at Weetabix, said.

“These packs will also highlight our partnership with the Weetabix Wildcats, through which we supports girls’ grassroots football - we’ve achieved 28,000 Weetabix Wildcats players so far and counting. It is a pleasure to be helping to nurture the next generation of football stars through this collaboration.”

The on-pack promotion will be supported by a 360-degree activation encompassing ecommerce, social media, and in-stores hopper media and ATL advertising, in a campaign representing an overall investment in excess of £2m.

This includes the first ever TV advert to support the on pack promotion, which will be a ten second slot live for six weeks, with an estimated reach of approximately 64 per cent of the UK.

The packs will be widely available across all major grocery retailers, convenience, and discounters.