Weetabix has launched a £10m campaign, spanning across TV, catch up, digital, radio, social media and PR activations.

‘The Weetabix Discovery’ advert features a ‘scientific’ correlation between Britain’s recent sporting performances and Weetabix consumption rates. It concludes with the statement that the nation needs to have their Weetabix.

The campaign includes the brand’s first ever bespoke digital radio advertising to different locations in Britain.

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Head of brand at Weetabix Food Company Lorraine Rothwell, said: “We’re extremely proud of this latest campaign, which has been many months in the making. We can’t wait for you to meet our brilliant cast of characters.

“This multi-million-pound investment in our core brand is sure to drive overall category growth as well as reminding our loyal shoppers why Weetabix is the way to get themselves ‘ahead of the day’. We are set to be the number one spender in cereal in this period.”

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