Weetabix has launched a new campaign encouraging shoppers to try different ways of eating the breakfast brand in the new year.

The £1.5m ‘New Year, New you-a-bix’ campaign will run across TV, On Demand, online and social media throughout January and February, and playfully references topical subjects including plant-based eating, remote working and self-driving cars.

Gareth Turner, Head of Marketing, at Weetabix Food Company, comments: “Already present in over 6.5million households, the new TV ad and in-store campaign sees us kick start another big year for Weetabix. It builds on our ongoing commitment to driving category sales and supporting healthy choices at such a key time of the year.

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“Once again Weetabix is investing significantly during January and February, and we expect the campaign to help us fill more bowls than ever before. ’New Year, New you-a-bix’ takes a light-hearted look at some of our new year resolutions and aims to inspire the nation to start 2022 (and the day) in the best possible way.

“It’s going to be a year of change given HFSS, which will affect the way some cereals can be supported in-store and through advertising. As the entire Weetabix-branded range is already HFSS compliant, with no need to reformulate, we are in a position where we can continue to confidently invest in our brands throughout 2022 and beyond.”

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