Weetabix has launched Weetabix All-Stars, a new marketing campaign fronted by sporting celebrities Mo Farah, Jessica Ennis-Hill, Leah Williamson and Ade Adepitan.
Representing an investment of more than £1.5m, the campaign spans nine months and multiple channels. It includes the brand’s biggest-ever partnership with Mail Metro Media, PR events and continuous social presence.
Each All-Star will front dedicated bursts throughout the year, and a digital hub will house content including All-Stars’ stories, life hacks, and user-generated content.
The campaign kicks off with ‘We’ve Had Ours. Give Someone Theirs!’ – a promotion that invites shoppers to gift a box of Weetabix to someone. Shoppers can scan a QR code, upload their receipt, nominate someone, and Weetabix will send a box directly to the nominee’s door.
The gifting promo will be promoted in stores with POS and online.
