Weetabix has brought back its ‘Any which way a bix’ campaign with a free digital recipe book to inspire shoppers with healthy, affordable meals and snacks to counter the cost-of-living crisis.

Every recipe in the book costs around 80p per serve. The supplier says it has been specifically developed by experts to cover all sorts of occasions, with dishes such as a Weetabix Smoothie, Weetabix Protein Ball, Weetabix Breaded Chicken and Weetabix Tiramisu.

The book will be supported by a £2m investment including a new broadcast advert that will also air across YouTube and on-demand.

The end frame of the advert features a scannable QR code that links to a download of the book.

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There will also be in-store PoS and influencer activity across Facebook, Instagram and TikTok.

Lorraine Rothwell, head of marketing at Weetabix, said: “As we all face tough times, we want to remind consumers not only that we’re on their side but also that Weetabix is central to starting the day right. Consumers trust us to provide a healthy, nutritious breakfast and now we’re looking to help at other times. Our recipe book offers consumers affordable and versatile inspiration, helping them to reconsider the role that Weetabix plays in their routine by catering well beyond traditional breakfast occasions.

“One large box of Weetabix can feed a family for four for nine days. It is one of the most nutritionally dense cereals on the market, and this campaign will remind consumers of those credentials.”

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