The UK’s favourite breakfast cereal, Weetabix[1], bursts back onto screens big and small early in the New Year with an exciting new creative set to inspire the nation to think outside the yellow box when it comes to their everyday menu planning.

Airing from 3rd January, the film is the latest instalment in the ‘Any Which Way a Bix’ campaign and will be supported by a wider £2 million investment including heavyweight media across YouTube and Video on Demand, with the end frame featuring a QR code to download a specially created recipe book with budget-friendly, all-day recipe ideas featuring everything from Weetabix smoothies and protein balls to Weetabix tiramisu.

Following a bumper £12 million media investment in 2022, with this latest campaign Weetabix aims to cement its place as one of UK consumers’ most trusted brands. Reinforcing Weetabix as the best way to start your day, the new creative highlights how Weetabix can help consumers enjoy the brand across the day, as well as helping them save money through great value snack and meal suggestions.

Additional activity includes a comprehensive social media campaign across Facebook, Instagram and TikTok where a select team of social influencer ‘Bixers’ will demonstrate the recipes from the cookbook throughout the month of January.

Lorraine Rothwell, Head of Marketing at Weetabix Food Company, said: “As we all face into tough times, we want to remind consumers not only that we’re on their side but also that Weetabix is central to starting the day right. Consumers trust us to provide a healthy, nutritious breakfast and now we’re looking to help at other times. Our recipe book offers consumers affordable and versatile inspiration, helping them to reconsider the role that Weetabix plays in their routine by catering well beyond breakfast.”

“One large box of Weetabix can feed a family for four for nine days. It is one of the most nutritionally dense cereals on the market, and this campaign will remind consumers of those credentials and give them even more Bang For Their Buck A Bix. Have you had yours?”

[1] Kantar 52 we 05 09 21

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