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Weetabix has launched a new pack design

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Weetabix has launched a new pack design

July 10
10:00 2011

Weetabix has unveiled a new pack design and £7m marketing push for the cereal in a bid to reposition it as a ‘slow-release energy’ food.

TV ads that broke today (16 July) feature the strap ‘Fuel for Big Days’ and pitch the brand as the ideal start to a busy day. The ads depict a family at a breakfast table talking about the busy day ahead and seeking to outdo each other.

The campaign will be supported by radio, social media and smartphone ­activity, while new-look packs featuring a ‘slow ­release energy’ strap are rolling into stores now.

“The campaign is designed to tap into the need all people have for sustained energy to get them through their big day,” said Weetabix head of marketing Adrian Mooney.

Sales of Weetabix have risen 1% by volume year-on-year and 6% by value to £107m [Nielsen 52w/e 11 June 2011].

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