Weetabix integrates ‘On the Go’ with commuter mums

Weetabix, Walker Media & BBH partnered with pioneering global out-of-home agency Posterscope,to deliver Weetabix’s first advertising campaign involving out-of-home in over three years. The campaign has also engaged sampling teams in conjunction with free newspaper and magazine distribution.

The fully integrated campaign, for Weetabix’s ‘On the Go’ range of cereal bars, has a media spend of £6 million and is designed to help the brand own the morning by strategically targeting the ‘two mornings’ of working mums – at home and in the office.

Developed by Walker Media, BBH and Posterscope, the work involves four weeks of activity running across TV, print, online (mobile, tablet and desktop), outdoor, digital out-of-home and sampling – reaching mums at various points throughout their morning routine, from waking to work.

TV activity will be up-weighted in the morning when mums are at home during morning, with digital outdoor playing an integral role in reaching her on her journey in transport hotspots along with targeted mobile and print activity. Sampling is via 25 Metro newspaper distributors and 3 Stylist magazine distributors across key city locations including Manchester, Leeds and Edinburgh. Digital desktop activity is then designed to reach the same mum when she arrives at the office.

Ben Cooper, group brand manager at Weetabix said: “From audiences research, we found that working mothers have to contend with two mornings – the first at home, the second in the office and all the hurdles in between. This insight was used to drive development of the creative executions across allplatforms, as well as the media stratey.”