Cereal brand Weetabix has launched a wide-ranging campaign ahead of the FIFA Women’s World Cup taking place in Australia and New Zealand later this month.
An on-pack promotion will give shoppers the chance to win an official home nations shirt every 90 minutes, with thousands of footballs also available in a bid to drum up support for England in the run-up to their first game against Haiti on 22 July.
Centred around three short films produced by BBH, the brand’s TV creative will be supported by a significant £2.2m investment and will be live across July and August.
Weetabix has also partnered with Bauer Media to run 30-second spots during the tournament aligned with on-pack promotion and guided by geo-targeted audio.
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“We’re proud to be championing women’s football once again this year. With the FIFA Women’s World Cup falling within the school holidays, 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,” Weetabix head of marketing, Lorraine Rothwell, said.
“These packs will also highlight our partnership with the Weetabix Wildcats, through which we supports girls’ grassroots football – we’ve achieved 28,000 Weetabix Wildcats players so far and counting. It is a pleasure to be helping to nurture the next generation of football stars through this collaboration.”
She added: “Whether celebrating or nourishing them, Weetabix champions the goals of everyone in the home nations. This latest campaign is further proof that Weetabix gives you more with every box!”
Further activations will include a Wembley Boxpark takeover, which will offer a ‘breakfast bar’, entertainment and live reporters from Kiss radio on 22 and 28 July, coinciding with England’s group stage matches.