Weetabix On The Go launches #MorningCheats campaign

Weetabix On The Go, the new breakfast drink, is showing people across Britain how to make the most of their mornings with a new social media and experiential campaign, #MorningCheats.

The campaign, co-created by  The Marketing Store, Frank PR and Cake, features tongue-in-cheek online animated videos depicting  ‘life hack’ style tips for the morning, such as how to beat your flatmates to the shower and how to get the best spot on the tube.

The visual tips are in the style of airplane safety cards and will be posted across the brand’s social media channels including Twitter and Facebook. Vine star Ben Phillips will also be making and sharing his interpretations of #MorningCheats to his social media following. People are invited to share their own ‘cheats’ to their morning problems using the hashtag #MorningCheats. At the end of the campaign, Ben will be choosing the most inventive and entertaining #MorningCheats to win a trip to New York, for two people, where winners will be treated to the ‘ultimate morning’ each day.

The campaign will also see an interactive experiential stand set up in shopping centres around the country for four weeks. Starting at Westfield in Shepherds Bush.The stands will offer free samples of all four flavours of Weetabix On The Go – chocolate, strawberry, vanilla and banana. Comprising three areas, shoppers can sample from the rotating breakfast bar and then engage with social channels and the brand’s #MorningCheats in the social pod.

There will also be the chance to experience the ultimate morning cheat; skipping the commute and free running to work via a digital interactive experience. The shopping centres visited so far are Manchester Arndale, the Bullring in Birmingham, Westfield White City in London and will be continuing on to  Bluewater, London and Whitgift Centre, Croydon.

Richard Lawrence, head of brand at Weetabix said:

“The experiential activation that TMS have built, creates fantastic levels of interaction and engagement with the Weetabix On The Go brand. Our audience can sample one of the four flavours from our revolving breakfast bar, take away a chilled full bottle sample from one of the team or perfect their free running technique on the Oculus Rift station. The striking stand design, illuminated edging and screens really create cut-through in the shopping centres and draw in the crowds.”