Weetabix has launched an on-pack promotion ahead of the FIFA Women’s World Cup as part of a partnership with the FA.

Between July and the end of September 2023, every shopper who purchases any top-selling Weetabix item including Weetabix Original, Weetabix Banana, Weetabix Protein and Weetabix Chocolate, will have an opportunity to win an official FA shirt or football every 90 minutes.

Each shopper can be in with a chance of winning by scanning their entry via a QR code available on participating packs.

The FIFA Women’s World Cup will be hosted in Australia and New Zealand in July and August 2023, meaning that kick-offs will take place during breakfast time in the UK.

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The partnership includes the first-ever TV advert to support Weetabix’s on-pack promotion, which is estimated to reach 64% of UK audiences.

The promotion will also run through back-to-school time, which, last year, was recorded as a peak time for cereal purchases.

Lorraine Rothwell, head of marketing at Weetabix, said: “This promotion encourages even more families to get behind the game and support their chosen team to victory in what looks set to be the biggest year for the sport yet.”

The promotion follows Weetabix’s former partnership with the FA which aimed to promote women’s football.

“These packs will also highlight our partnership with the Weetabix Wildcats, through which we support girls’ grassroots football,” Rothwell added.

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