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Weetabix launches ‘Weetabuddies’ to excite kids about breakfast

Tuesday December 23, 2014 at 1:38pm
Breakfast brand Weetabix is launching a new multi-channel campaign in the New Year that looks to get kids excited about the choice of a nutritious breakfast. With a total spend over £5.5 million, the Weetabuddies campaign will run across TV, on-pack, in-store, social and online, as well as engaging Mummy bloggers, in an effort to get more kids and their families choosing Weetabix. On-pack for around six weeks from the beginning of January, the new Weetabuddies characters will remind kids that Weetabix is a fun and appealing way to start the day. Based on a Weetabix wholegrain biscuit, each of the new Weetabuddy characters have been created using a range of toppings to reflect their individual personalities, the majority of which are fruit based to help increase children’s fruit intake at breakfast. They include Tropicolin, Senor Sultana and Blue Barry. Children are being encouraged to create their own Weetabuddy characters and share them online. All those that are shared to the Weetabuddies website throughout the campaign will be displayed and entered into a competition to win Weetabuddy creator kits. There will be one kit won a day for the duration of the campaign. The Weetabuddy campaign will be supported with in-store activity across key retailers, which will include a full POS package to help draw families’ attention to the Weetabuddies in an engaging and eye-catching way. In addition, there will be retailer-specific activity – Asda, for example, will sticker the fruits which have been used with special Weetabuddy stickers, to encourage kids to choose more fruit as they try and recreate their favourites. Beyond the desire to get more kids choosing a healthy Weetabix breakfast in the morning, the campaign also looks to address the issue that, on average, children aged 4-10years are currently only eating half of their recommended ‘five a day’ target (excluding fruit juice). Commenting on the campaign, Weetabix senior brand manager Claire Canty says: “We know from our research that as kids get older and experience new tastes and flavours they’re increasingly looking for more exciting, varied breakfasts. However, we know mums still want to be reassured that their families are making healthy choices in the morning which is why we have launched the Weetabuddies campaign. By helping families to get creative and encouraging them to make their own Weetabuddies, we hope that kids will be reminded that a bowl of Weetabix is a lot of fun, while mum can be reassured that they are still getting a delicious and nutritious breakfast, helping us to encourage a whole new generation to fall in love with Weetabix as a result.”
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