Weetabix is gearing up for a busy summer with the launch of its latest Summer of Sport campaign, aimed at driving growth in the cereal category during a packed sporting calendar.
Rolling out across May and June, the activity is designed to help retailers tap into increased interest in healthy breakfasts, while boosting sales of Weetabix Original through in-store activation and shopper engagement. The campaign follows the brand’s recent Weetabix All‑Stars activity, which helped bring almost 300,000 new households into the franchise.
To support convenience retailers, Weetabix has rolled out a comprehensive POS toolkit, available now from wholesalers and featuring sporting talent including Jessica Ennis‑Hill, Mo Farah and Ade Adepitan.
The Summer of Sport push builds on momentum from Weetabix’s ‘Mo‑tivation’ campaign fronted by Sir Mo Farah earlier this year, which delivered a 5% increase in volume and an 8% uplift in value. With football, athletics, cricket and other major sports set to dominate the summer schedule, the brand is continuing to link breakfast with everyday routines and active lifestyles.
