Weetabix has struck gold with a lucrative deal to partner ITV’s flagship quiz show ‘The Chase’, with a series of spots to appear during the show’s crucial final ad break.
Curated and managed by media agency Mindshare, the million-pound advertising campaign will run through to the end of September and will include a series of ten and 20-second spots.
The creative will feature all six of the famous ‘Chasers’, with each spot tailored to fit the progression of the show, spotlighting a bowl of the famous cereal as the key to either the contestant of the Chaser’s success.
“We’re extremely proud to launch our new campaign with ITV and The Chase – we couldn’t think of a better partner for our brand message and values,” Weetabix head of brand, Lauren Rothwell said.
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“Combining the benefits of a nutritious and wholesome bowl of Weetabix with the dedication and skill to beat one of the UK’s most-loved and hardest quiz shows was a no-brainer! As the nation’s favourite cereal, this investment will help us reach a shared passion for some of our loyal Weetabix fans and engage new consumers looking to gain ‘The Weetabix Advantage’ in their day.”
The campaign will be further amplified across social media, with ‘fun and engaging’ content posted via both Weetabix and The Chase’s channels through to September.
Mindshare Invention client director, Sam Wood added: ” We’re thrilled to concept this partnership between Weetabix and ITV’s The Chase. This campaign not only amplifies Weetabix’s message of ‘The Weetabix Advantage’ but it also leverages the popularity and excitement of The Chase to reach and engage a broad audience.
“By integrating Weetabix into the natural storyline of the show and extending the partnership across social media, we’re creating a unique and memorable experience for viewers.”
