Weetabix has confirmed the appointment of Charlotte Hunt as Marketing Manager for its ‘On The Go’ breakfast drink brand.
She is tasked with supporting the brand’s growth as part of a wider £11m marketing push by Weetabix.
Hunt will lead all aspects of the marketing plans, with additional digital creatives, in-store campaigns, sponsored social media activity and pack redesigns all planned for the year ahead. She will also support the roll-out of Weetabix On The Go’s sustainability initiatives.
Hunt joined Weetabix in 2016, working within the innovation teams and most recently as Senior Brand Manager for the Weetabix Original brand. She will report into Emma Varlow, General Manager of Weetabix On The Go.
The Weetabix On The Go brand is currently returning to TV with a new advert as part of a sponsorship of ITV2’s ‘Showtime’ in July and August. The ads target 16- to 34-year-olds, a key demographic for the breakfast drinks sector.
Weetabix On the Go will also partner on social media with Micro Scooters in July and August for a number of scooter giveaways, as the brand “reinvests in its digital presence and supports consumers adapting to new on the go behaviours as lockdown eases”.
Hunt said: “I feel privileged to continue my development at Weetabix and flex a different set of marketing muscles to help grow the Weetabix On The Go brand and the wider category. We are in a strong position now and the business is investing further – it is a £12m brand with a 63% share of the breakfast drinks sector. We created the breakfast drinks category five years ago and we know that when we invest strategically, we can drive total growth.
“We have a busy summer ahead and can’t wait to return to TV, with the ITV2 sponsorship unlocking an important younger audience. We’re looking forward to working with Micro Scooters to amplify our social media presence. They are a perfect fit that will resonate with key audiences, whether that’s busy families taking their kids to school on scooters or for professionals looking for different ways to commute to work in the current climate.”
She added: “Whilst on the go shopping habits have been affected because of the Covid-19 outbreak, we believe there remains a strong growth opportunity for breakfast drinks, with the mega trend for convenience set to continue in the long term. We’re confident that our plans for the year ahead can help to expand this £22m category and support retailers’ on the go offerings.”
