Weetabix, the leading cereal brand in the UK, has launched a new campaign to boost the sales of its new 'Weetabix with Chocolate' variant.
Weetabix with Chocolate variant was formerly known as Chocolate Weetabix.
The new name and re-launch aims to reassure parents of the product's positive health credentials, aligning it with the Weetabix 'Fuel for Big Days' brand strategy which launched in 2011.
The TV advertising campaign, created by advertising agency BBH, re-launches Weetabix with Chocolate as Weetabix fuel with a great chocolate taste. The £1.8m cross-channel campaign will see the advertisement running for about four weeks.
The campaign will be supported with digital activity including a Mumsnet partnership. There will also be a new Facebook application featuring Slingshot capability which allows users to put products straight into their online shopping baskets with major supermarkets.
Weetabix group manager Ben Cooper said that the campaign is aimed at communicating that Weetabix with Chocolate is Weetabix fuel with the added taste of Chocolate, making it an ideal option for Mums looking for a chocolate cereal.
"This new re-launch aligns the product with the brand's 'Fuel for Big Days' campaign to confirm the product is Weetabix first and foremost," Cooper added.
