Weetabix is seeking to amplify its message of giving the nation ‘The Weetabix Advantage’ with the launch of a new £1m TV advertising campaign, developed and managed by Mindshare in partnership with ITV and its flagship quiz show, The Chase. The campaign will run from today until 30 September.
The TV ad spots, which will appear in a variety of 10-second and 20-second variants at primetime moments between each show’s finale, feature all six of The Chasers, as well as the yellow packs of Weetabix Original and Weetabix Chocolate cereals. Each advert is specifically tailored to fit the natural progression of the show, highlighting a bowl of Weetabix as the key ingredient for either the contestant – or The Chaser’s – success.
The partnership will be amplified on social media with content posted on Weetabix and The Chase online profiles across the campaign.
With few teams able to beat the smartest brains on television, viewers are asked, ‘Have You Had Yours?’ as they prepare for the challenges ahead.
The new partnership is the latest edition in a drive for consumer awareness from the brand, which debuted ‘The Weetabix Discovery’ in April this year.
Lorraine Rothwell, Head of Brand at Weetabix Food Company, said: “We’re extremely proud to launch our new campaign with ITV and The Chase – we couldn’t think of a better partner for our brand message and values.
“Combining the benefits of a nutritious and wholesome bowl of Weetabix with the dedication and skill to beat one of the UK’s most-loved and hardest quiz shows was a no-brainer! As the nation’s favourite cereal, this investment will help us reach a shared passion for some of our loyal Weetabix fans and engage new consumers looking to gain ‘The Weetabix Advantage’ in their day.”
Sam Wood, Client Director at Mindshare Invention, added: “This campaign not only amplifies Weetabix’s message of ‘The Weetabix Advantage’ but it also leverages the popularity and excitement of The Chase to reach and engage a broad audience. By integrating Weetabix into the natural storyline of the show and extending the partnership across social media, we’re creating a unique and memorable experience for viewers.”
