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Weetabix Protein Goes Digital With New Advert Campaign

Weetabix Protein is launching two new digital-only adverts to increase awareness of its Protein portfolio and tap into the growing number of people going online for fitness activities.

The two adverts will run on YouTube and Facebook for four weeks from 8th June, reaching over nine million adults in the UK. Part of Weetabix’s £11million multi-channel marketing push, the adverts target the 50% of UK consumers who are looking to get more protein into their diet[1].

Over 20 million shoppers are actively hunting out protein on pack[2], yet currently only 10% of total UK shoppers are buying protein cereals[3]. Weetabix Protein aims to be a signpost brand for the category – it is a £6.1m brand and the No1 Protein SKU in the segment with a 31% volume share of the protein cereal market[4].

The short 15-second adverts utilise the iconic “Have You Had Your Weetabix” sign-off and have been created specifically for digital platforms. Advertising on Facebook and YouTube allows Weetabix Protein to effectively target its audience profiles of active consumers, who over index in terms of online video viewing and use of social media platforms.

Anna Cheatley, Brand Manager for Weetabix Protein, said: “This new digital advert campaign aims to reach protein seekers and make them aware of our entire portfolio, including cereals and drinks, to encourage them to start their active day with Weetabix Protein at breakfast. We are the number one product in the protein cereal market, but there is still scope to increase awareness levels amongst shoppers and drive sales across the protein category for retailers.”

Last month, Weetabix Protein and the ASICS London 10K launched the virtual Weetabix Protein Youth Challenge, helping 4,000 children aged 16 or under get moving by running their very own 10-kilometre race across a 10-week period.

Anna continues: “We know that due to current circumstances more people are taking part and looking for online fitness sessions than ever before. Therefore, launching this campaign online is a natural fit with the Weetabix Protein brand, supporting our goal to help people of all ages get off to a strong start and keep active.”

The Weetabix Protein portfolio includes:

  • Weetabix Protein
  • Weetabix Protein Chocolate
  • Weetabix On The Go Protein (Chocolate, Vanilla, Strawberry & Raspberry flavours)
  • Weetabix Protein Crunch Original / Chocolate

[1] AC Nielsen, Kantar Worldpanel, June 2019

[2] Lightspeed | 2018 | Lightspeed Consumer Panel Platform

[3] AC Nielsen, Kantar Worldpanel, June 2019.

[4] 12-month period ending 7th September 2019, Nielsen