This Weetabix On-Pack Promo is Being Run with The FA in the UK
Michael Hemsworth — May 18, 2024 — Marketing
References: weetabix & betterretailing
This Weetabix on-pack promo has been announced by the brand as a new initiative being run with The Football Association (FA) in the UK to provide fans with a number of prizes to win. The promotion is being run now through July 31, 2024 and will include the brand's Original, Banana, Chocolate and Protein cereals, which will each feature distinctive branding to help them pop off store shelves. The promotion only requires consumers to scan the QR code on the rear of the pack to find out if they've won a Weetabix-branded football or even a smartwatch.
Head of Brand Lorraine Rothwell spoke on the Weetabix on-pack promo with The FA saying, "With England and Scotland taking part in this year’s tournament, it’s going to be a buzzing summer for football and this campaign gives Weetabix a unique opportunity to bring our tasty products to the breakfast table, whether you’re a football fanatic, keen to follow the game or want to keep yourself and your family healthy.”
Head of Brand Lorraine Rothwell spoke on the Weetabix on-pack promo with The FA saying, "With England and Scotland taking part in this year’s tournament, it’s going to be a buzzing summer for football and this campaign gives Weetabix a unique opportunity to bring our tasty products to the breakfast table, whether you’re a football fanatic, keen to follow the game or want to keep yourself and your family healthy.”
Trend Themes
1. Sports-branded Food Products - The partnership between Weetabix and The FA illustrates the growing trend of integrating sports branding with everyday food items to drive consumer engagement.
2. QR Code Promotions - Utilizing QR codes in product packaging for instant-win promotions highlights how brands are leveraging digital tools to create interactive consumer experiences.
3. Multichannel Marketing Campaigns - Weetabix’s multifaceted promotional strategy, combining distinctive branding, digital interaction, and prize distribution, exemplifies how companies are adopting multichannel marketing to enhance brand visibility.
Industry Implications
1. Food and Beverage - Collaborations between food brands and sports associations are setting a new precedent in the Food and Beverage industry by tying product consumption to popular sporting events.
2. Sports Marketing - The strategic alliance between Weetabix and The FA signifies a shift in the Sports Marketing industry, where capitalizing on fan enthusiasm through corporate partnerships is becoming increasingly prevalent.
3. Tech-enabled Retail - The implementation of QR code-based promotions is redefining consumer interaction within the Tech-Enabled Retail industry by bridging the gap between physical products and digital touchpoints.
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