Cereal brand Weetabix has announced a promotion partnership with milk range Arla Cravendale.
Shoppers who buy a 48-pack of Weetabix and 2L bottle of Arla Cravendale can claim the cost of their milk back as part of a month-long special offer from the two brands in Asda.
The activation is part of Weetabix’s £2m marketing campaign for the start of 2024. The cereal brand has already launched a television ad and online debate centred around whether buyers prefer their ‘Bix’ hot or cold.
Lorraine Rothwell, Head of Brand at Weetabix, said: “Not only does milk naturally complement cereal, but the Weetabix and Cravendale brands both deliver similar quality, value, and household penetration, thus representing the perfect partnership. We’re delighted to be delivering shopper value and driving visibility in two categories at a key point in the year, especially when value for money is front of mind for so many.”
Stuart Ibberson, Brand and Sustainability Director at Arla, added: “This special offer delivers value at a time of year when consumers are on the lookout for healthy and affordable choices in the supermarket aisles. We’re pleased to partner with Weetabix and hope the offer will be enjoyed in many breakfast bowls.”
The promotion is being supported by POS around both the milk and cereal aisles, alongside joint PR and media investment.
NAM Implications:
- Again, brand partnerships are a feature of the New Norm.
- Logical links (in the consumer’s mind) can create synergies via respective footprints.
- All it takes is imagination…
- …and each example is worth watching.
