Weetabix steps up Any-Which-Way-A-Bix activity


Weetabix has brought back its ‘Any-Which-Way-A-Bix’ messaging, with a return to TV of the Nick Frost-voiced advert, as well as a social media influencer push and online campaign.

The social media activity engages 48 influencers and aims to reach over 1.2 million people by tapping into the mass trend for customising food.

There is also new in-store activity and POS across major retailers, including digital screens and branding at store entrances.

The campaign ends in October.

When it originally launched in January to complement the award-winning ‘Have You Had Your Weetabix?’ campaign, Any-Which-Way-A-Bix helped drive sales of Weetabix up 4% year-on-year and up 5% compared to 2017.

Charlotte Hunt, Senior Brand Manager for Weetabix, commented: “Taste is still the number one purchase decision driver and this campaign celebrates all the unique ways Britons enjoy their Weetabix with fun and playful recipe inspiration on TV, on pack, online and in-store.”