Weetabix has partnered with Deliveroo to bring breakfast creations from its ‘Any-which-way-a-bix’ campaign direct to consumers for the first time.

Five hundred breakfasts will be up for grabs to shoppers in Leeds and London on 1 and 2 September, designed to target families a few days before schools are due to start the new term.

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Five recipes will be available for delivery through Deliveroo, using recipes created by shoppers as part of the company’s Any-which-way-a-bix’ recipe book campaign in January. The campaign encouraged shoppers to share their favourite way to use Weetabix for the chance to win £10,000.

The Any-which-way-a-bix’ recipe book features 24 Weetabix recipes and is included in the Deliveroo delivery package, alongside money-off vouchers for Weetabix.

Pop-up kitchens will be created in Leeds and London to produce personalised Weetabix bowls, with the breakfasts delivered in recyclable boxes and the ingredients pre-measured to reduce waste and make it easy to assemble.

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The partnership and campaign will be supported by geotargeted ads on social media to raise awareness, as well as a TV, radio and online campaign, running throughout August and September. In-store support will be available.

Francesca Theokli, marketing director at Weetabix Food Company, said: “It’s been an incredibly uncertain time for consumers of late and when it comes to food at home, we’ve seen shoppers look to the comfort and reassurance that big, familiar food brands like Weetabix can bring – shown with cereals brand value sales currently growing 70% faster than private label.”

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