The multi-channel Wheetabuddies campaign, which goes live on 6th January, will feature a new year-long partnership with Cartoon Network.
The campaign encourages children to get creative and start the day off with a healthy nutritious breakfast.
In addition to Cartoon Network’s partnership, the brand is spending over £1.7m in January to promote the Weetabuddies campaign across TV, in-store, social and online.
First launched in 2015, the Weetabuddies campaign was hugely successfully, delivering an increase in sales of 14% (volume) and 4% (value) from January 2014 to January 2015.
New for 2016, consumers will have the chance to win one of five special edition Weetabuddies soft toys. To take part, consumers will be encouraged to share their own Weetabuddies creations on the Weetabuddies website and owned social media channels.
The partnership will also include sponsorship of the peak breakfast time slot on Cartoon Network for all of January, April, September and November, with an on-air channel sponsorship of Cartoon Network’s sister channel Boomerang in April and September.
To further support the campaign, Cartoon Network has built a bespoke Weetabix Weetabuddies microsite, where kids will be encouraged to submit their very own Weetabuddy creations and play the exclusive Drench Me mini-game. The best Weetabuddy creations will be entered into a competition for the chance to win an iPad, and a select few will feature on-air on Cartoon Network later in the campaign.
Richard Lawrence, head of brand, commented: “It’s hugely exciting to be partnering with Cartoon Network, and means we’ll be on TV for 52 weeks of the year, encouraging families to get creative and enjoy a fun and nutritious breakfast.”
Zara Peters, sponsorship and promotions director at Turner Broadcasting, added: “We’re thrilled to be working with the iconic breakfast brand Weetabix to help launch the Weetabuddies 2016 campaign. Cartoon Network will feature sponsored Weetabuddies content across our on-air and digital platforms to help encourage kids to get creative and excited about Weetabix’s healthy breakfast cereal.”
Cartoon Network will also utilise its digital platforms, Cartoon Network Anything and Imagination Studios to further push the Weetabuddies campaign.