Weetabix invests £3m to support Summer of Sport campaign

Heptathlete Denise Lewis has taken up cricket for the Summer of Sport campaign.

Weetabix has unveiled a new campaign for the summer, designed to encourage all ages and abilities to get active.

The initiative will take in £3 million’s worth of advertising investment and an on-pack promotion that will give shoppers the chance to win one of a number of free sports sessions and “money-can’t-buy rewards”.

Throughout July and August, more than 15 million promotional packs of Weetabix will be available in stores as part of the Summer of Sport campaign.

In addition to the on-pack investment from the brand, Weetabix has enlisted a number of sporting stars – including former footballer John Barnes, Welsh rugby star George North and heptathlete Denise Lewis – to take on athletic challenges to demonstrate the balanced, fuelling goodness of Weetabix.

Denise Lewis said: “I’m very excited to be involved in this campaign, and with my background in sport I have a huge passion for nutrition and exercise. I have been presented with the challenging opportunity of learning women’s cricket – something I only played in the garden as a child, so this could be a very interesting experience for myself and somewhat comical for those watching!”

Weetabix’s nutritional expertise, combined with all the goodness of wholesome homegrown grain, provides Britain with a nourishing breakfast for a proper start to each day to get the body working. Now for 2016, via Summer of Sport, Weetabix has the platform to become the facilitator for not only a great breakfast choice, but also gives the consumer the opportunity to get active and put their muscles to good use.

Victoria Westwood, senior brand manager for Weetabix, said: “I’m hugely excited about our Summer of Sport campaign which demonstrates our great Weetabix nutrition through getting the nation active. We hope the new campaign helps to highlight the importance of a proper breakfast as well as staying active; and with the help of some well-known sports stars we will be inspiring Britain to do just that!

“A bowl of Weetabix in the morning helps with stamina, muscle building and bone strength for all the family. This, coupled with our on-pack promotion giving away free sports sessions throughout July and August, means there’s no excuse to stay on the sofa this summer! Our exciting promotion will run across the entire Weetabix family, so look out for it on the shelves and get involved.”

The Weetabix Summer of Sport campaign will kick off next month, with promotional packs running across Weetabix’s entire family including 12-, 24-, 36-, 72-count packs, and also Weetabix Minis, Protein Crunch and Oatibix.