Weetabix has launched a campaign to drive sales for its Melts cereal range.

The campaign is live now until 5 December. it consists of a £300,000 investment with outdoor advertising, digital display and e-commerce, which the supplier expects will reach 11 million consumers.

Melts launched in spring 2021 in Milk and White Chocolate varieties and now has a retail sales value for £3m. It is also non-HFSS.

Weetabix extends cereals range with Melts

Anna Cheatley, senior brand manager at Weetabix, said: “We’ve had a brilliant first year of sales for Weetabix Melts – it’s a real hit with families and is becoming a firm favourite for both breakfast time and as a snack at any time of day. This campaign is set to drive even more awareness of the delicious HFSS-compliant range, with hyper-targeted out-of-home and online advertising. 

“Analysing previous out-of-home, digital display, and e-commerce data, we saw a similar activation last year reach over 10 million, and generating over 42 million impressions, so we’re confident we can reach a wide audience over the next month, driving shoppers to the cereal aisle to pick up a pack.”

Read more product news