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Weetabix Debuts $2.8M back-To-School Ad Campaign

August 4, 2021: 12:00 AM EST
The TV campaign, which takes advantage of the fact that the back-to-school season in the U.K. is the second biggest sales period for cereals. hopes to “inspire kids and adults to enjoy the best possible start to the day.” Running in August and September on TV and video-on-demand, the light-hearted ads show various topical serving suggestions making reference to the easing of lockdown restrictions, including “goodbye rule of six a-bix” and “festival moshing a-bix.” The British brand (Burton Latimer, U.K.) has spent $19.4 million on marketing in the past 12 months (up 40 percent year-on-year), supporting growth for the cereal category. The company says its Weetabix Original is a low sugar cereal, and its entire Weetabix-branded portfolio is non-HFSS.
Fiona Briggs, "Weetabix eyes healthy returns in back-to-school campaign", Retail Times, August 04, 2021, © RetailTimes.co.uk
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