Weetabix teams up with the FA on summer womens footy activity

  • Thursday, July 13th, 2023
  • Author: Tim Green
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The FIFA Women’s World Cup is proving irresistible to brand sponsors: now Weetabix has joined the team.

The breakfast brand has just revealed a partnership with the FA to support the tournament with a range of summer promotions. Weetabix believes it has an advantage because the matches are taking place in Australia – which is breakfast time in the UK.

The centre piece is an on-pack promotion to celebrate the Women’s World Cup, which will feature on best-selling products from the Weetabix portfolio – including Weetabix Original, Weetabix Banana, Weetabix Chocolate and Weetabix Protein.

Shoppers can use the on-pack QR code to enter. Weetabix expects to give away an official footy shirt every 90 minutes in a campaign that goes from July to the end of September.

The on-pack promotion will be supported by a £2m 360-degree activation encompassing ecommerce, social media, and in-store shopper media and ATL advertising. This includes the first ever TV advert to support Weetabix’s on pack promotion, which will be a ten second slot live for six weeks.

Lorraine Rothwell, Head of Marketing at Weetabix, said: “We’re proud to be championing women’s football once again this year. With the FIFA Women’s World Cup falling within the school holidays, this promotion encourages even more families to get behind the game and support their chosen team to victory in what looks set to be the biggest year for the sport yet.”

The campaign is the latest to support womens football and the World Cup. Earlier today, we reported on a similar promo by Budweiser.