Metro and Weetabix Launch On the Go Multimedia Campaign

For the launch of the Weetabix On the Go breakfast biscuit, the cereal brand is working with Metro on a cross-platform campaign which includes a snackable tablet magazine for busy mums to read in the morning.

The 15-minute On the Go read will be available from 7 to 17 May and contains information and advice from working women on how to make the most of their mornings. Readers will be directed to download the Metro app on the newspapers online and print editions. Weetabix will also give away 200,000 breakfast biscuits  at 25 stations across the UK on the launch day.

Ben Cooper, group brand manager at Weetabix, said:  “From audience research, we found that working mothers have to contend with two mornings – the first at home, the second in the office and all the hurdles in between. This insight was used to drive development of the creative executions, as well as the media strategy.”