Weetabix has begun 2024 with a nationwide campaign that encourages shoppers to debate how they like the cereal brand served, either hot or old.
The humorous #Debatethebix campaign will be supported with a £2m investment, aligned with a key cereal category trading period for cereal. The goal is to drive consumption through warm serves during the colder months, aligning with evolving consumer preferences.
The campaign includes a new TV advert, with support from social media, PR, and in-store activations.
Lorraine Rothwell, Head of Marketing at Weetabix, said: “We are so excited to launch Do You Heat-a-bix or Weetabix?, and get the nation to #Debatethebix! This significant investment shows our support for our category and our retailers during this crucial trading period.
“We know the impact of an authentic emotional connection with our brand – just look at the success of previous award-winning campaigns like ‘Beans on Bix’ and ‘#MilkFirst’. The Do You Heat-a-bix or Weetabix? #Debatethebix campaign is not just about breakfast; it’s about creating connections and celebrating the myriad ways people enjoy their favourite cereal.”
