Weetabix is advertising its new Weetabix Melts cereal on TV for the first time this summer as part of a £2.5m brand investment.
The new ad began airing on 12 July, and is supported by social media and influencer activity, as well as in-store PoS across convenience and wholesale.
Weetabix expects the advert to reach 25 million consumers across the UK, with each viewing it on average four times in July.
Gareth Turner, head of brand at Weetabix Food Company, said: “Taste is the number one driver of purchase within cereals at present and we’re ensuring that our new super tasty addition to the portfolio will be highly visible this summer. The campaign will drive awareness of Weetabix Melts, whilst a mix of digital and in-store activity will encourage increased purchase, both online and for physical stores.”
Turner added that the advert would help drive sales from shoppers looking for foods that are not high in salt, fat or sugar (HFSS).
“Feedback has already been hugely positive since launching in March,” he said. “Rate of sale is strong and with our new TV advert and promotional support, we expect this to increase further.”