#Debatethebix encourages shoppers and retailers alike to pin their colours to the mast and claim their favourite serve – heated up for a warming start to the day, or served with refreshing ice-cold milk instead. The humorous campaign will be supported with a £2 million investment, aligned with a key cereal category trading period for cereal – during which Weetabix is expected to be the number one advertising spender in cereal. The goal is to drive consumption through warm serves during the colder months, aligning with evolving consumer preferences.
The campaign, which will reach an estimated 84% of the population, this was launched through a TV advert on the 2nd January, #Debatethebix will be seen across linear TV across all mainstream channels, catch-up and digital, as well as support on social media, PR, and in-store activations. Aligning to Weetabix’s commitment to its retailers, there will also be significant investment in visibility within stores to boost the cereal category.
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 the 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.”
Weetabix invites everyone to join the conversation on social media using the hashtag #Debatethebix and share their preferred way of enjoying Weetabix – hot or cold.