Talking Retail Grocery and product news for independent retailers
The brand will be delivering one of five selected recipes directly to shoppers at home, on 1 and 2 of September across London and Leeds.
Geotargeted adverts will run on Instagram to raise awareness of the campaign in local areas.
The recipes have been chosen from Weetabix’s “Any-Which-Way-A-Bix” recipe book campaign, which invited consumers to share their favourite ways they use Weetabix biscuits for a chance to win £10,000.
The recipe books will also be distributed as part of the Deliveroo package, alongside money-off vouchers for shoppers to redeem when they buy Weetabix.
The books will also be given out to customers via daily social media competitions.
A new “Any-Which-Way-A-Bix” advert will also run throughout September on TV and social media channels, which has been updated to “reflect the last few months”.
This is supported by in-store and online shopper investments and radio adverts.
Francesca Theokli, marketing director at Weetabix Food Company, said: “It’s been an incredibly uncertain time for consumers of late and when it comes to food at home, we’ve seen shoppers look to the comfort and reassurance that big, familiar food brands like Weetabix can bring – shown with cereals brand value sales currently growing 70% faster than private label.”
