Weetabix, the national favorite breakfast cereal, is celebrating the third year of its partnership with the FA with a timely promotion on football-themed packaging, supporting customers to achieve their health goals with the chance to win a smartwatch every day.
The competition is set to start in May this year to capitalize on the early boost in excitement among football fans and run through June and July to coincide with the much-anticipated summer tournament.
Customers will be encouraged to scan the QR code on the back of The FA partnership packs to instantly find out if they are the winner of a smartwatch or one of 1,000 Weetabix branded footballs. In addition, they will receive instant access to the Weetabix ‘Great Starts Game Plan’ hub. Packed with exclusive content from England’s official male and female nutritionists, the center offers clear added value with every package, including free access to a variety of breakfast recipes and expert lifestyle advice.
The best-selling and delicious products from the Weetabix portfolio – including Weetabix Original, Weetabix Banana, Weetabix Chocolate and Weetabix Protein – will host a promotion to increase its visibility during the period. This comes alongside an ongoing multi-million dollar ‘Weetabix Discovery’ TV commercial, social media and radio campaign as well as custom 6-sheet posters showcasing the on-pack promotion.
Men’s EURO 2024 is one of the most anticipated sporting events in the retail calendar, with brands predicted to spend record amounts on media in the lead-up to and during the event. The promotion ensures that the iconic Weetabix yellow will not be unmissable in stores this summer with disruptive Weetabix brand FSDUs and POS activations rolling out across grocers across the country.
The promotion will spearhead Weetabix’s in-store and social media football communications this year as part of its ongoing partnership with the FA.
The limited edition packs will also reiterate Weetabix’s commitment to grassroots football for girls, through Weetabix Wildcats and Huddle, to encourage people to explore how young girls can get involved in the sport. Search ‘Weetabix Wildcats’ or ‘www.huddle.cymru’ to find your nearest session.
Lorraine Rothwell, Brand Manager for Weetabix, said: “Now in the third year of our partnership with the FA, we have seen significant success with our recent football-based activations. Impactful on-pack promotions and marketing initiatives increased sales penetration, offering tangible value to consumers, as well as increasing brand awareness by allowing Weetabix to tap into key cultural moments.
“With England and Scotland taking part in this year’s tournament, it’s going to be a busy summer for football and this campaign gives Weetabix a unique opportunity to put our delicious products on the breakfast table, whether you’re a football fanatic, enjoy following the game or want to keep yourself healthy and his family. In-store activations will also help retailers maximize the huge sales opportunity brought by the summer tournament and elevate the cereal category with customers.
“Importantly, we are proud to be stepping up our player-based support for football, encouraging participation by making football accessible to all, as well as supporting the nation’s healthier lifestyles by partnering with England’s men’s and women’s nutritionists for the ‘Great Starts Game Plan’ hub.”
Promotional packs will be widely available in all major grocers, department stores and discounters.