NPD AND MEDIA
PICKS OF THE WEEK – WEETABIX TO GET YOUR PRODUCT LISTED PLEASE CONTACT RAITKEN@55NORTH.COM
MELTING INTO SUMMER Weetabix Melts is hitting TV screens for the first time this summer as part of a £2.5m brand investment.
Weetabix is ploughing £2.5m into its Weetabix
fibre, low in salt and fortified with vitamins and iron.
Melts brand this summer as the range hits TV
Gareth Turner, Head of Brand at Weetabix Food
screens for the first time this summer as part of a
Company, said: “Taste is the number one driver of
campaignt to boost awareness of the tasty portfolio.
purchase and we’re ensuring our new tasty addition
The TV creative aired for the first time on Mon-
will be highly visible this summer. The campaign
day and brings to life Weetabix Melts’ key messag-
will drive awareness whilst a mix of digital and
ing of taste and excitement, through a combination
in-store activity will encourage increased purchase.
of live action and animation.
“HFSS is a hot topic and Weetabix Melts allow
Additional support comes via a social media
us to appeal to shoppers looking for a tastier
and influencer campaign, including direct links to
option at breakfast or for a snack, with the added
purchase, as well as through in-store POS across
reassurance of health and quality.”
wholesale and grocery to increase consideration and drive trial. The advert is expected to reach 25 million
What You Need To Know
consumers in the UK, each viewing the advert on
£2.5m campaign
average four times across July.
TV ad launched on Monday
Weetabix Melts is available in two flavours,
Two variants: milk and white chocolate
milk and white chocolate, and maintains a strong
No red traffic lights, non-HFSS
nutritional profile with no red traffic lights and clas-
RSP: £2.99)
sified as non-HFSS. The products are also high in
18 I SLRMAG.CO.UK / ISSUE 64 / WEDNESDAY 14TH JULY 2021
