£2.2 million investment into new product Weetabix Protein
The nation's leading breakfast cereal* is launching a brand new TV advertising campaign to support the recent product release of Weetabix Protein. Airing from Monday 4 April 2016, the new campaign will run for eight weeks across multi-channels with a specific focus on ITV and Channel 4's key spots.
The advertising campaign comes as part of Weetabix's £2.2 million investment into the new product and intends to reach 81% of the target audience at least once with an additional 54% up to three times.
Global advertising agency Bartle Bogle Hegarty is behind the TV commercial aimed at maximising reach to a mass audience over a period of eight weeks and driving awareness to the latest Weetabix product innovation – Weetabix Protein.
The new advertisement offers a visual anecdote where viewers see a father and son arm-wrestling at the breakfast table before the story develops to show the characters growing and their roles reversing. The underlying message being that humans have 640 muscles and Weetabix Protein helps grow and maintain all of them - maximising strength from the younger years through to senior.
New Weetabix Protein takes the most trusted macronutrient** [protein] into a mainstream realm and beyond the current offerings on the shelf; targeting consumers with a healthy and active lifestyle. It will provide an easy, high protein start to the day for consumers who understand the importance of a balanced breakfast to provide them with the energy required for busy mornings.
High in protein and with the nutrition you’d expect from a Weetabix cereal; high in fibre, low in sugar, salt and fat and fortified with Iron and vitamins.
Commenting on the launch, Weetabix Brand Manager Caroline La Niece, said: “New and popular trends are driving the cereal category into fresh avenues and protein is just one of the trends that Weetabix have launched in to.
"The advertising campaign is just another part of our commitment to the new product and a way of telling consumers we've made it simpler to get a high protein, tasty and nutritious breakfast that helps keep them powered throughout the morning."
The campaign will first be aired on screens across the country on Monday 4th April 2016.