Weetabix to launch pay-by-picture shopping initiative in partnership with Boots

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Weetabix is linking with Boots to offer a free biscuit to smart phone users

Weetabix is linking with Boots to offer a free biscuit to smart phone users

Smart phone users take a picture of the biscuit from the TV advertisement

Smart phone users take a picture of the biscuit from the TV advertisement

Weetabix claims it will make retail history at 7.15pm (BST) tonight (22 April 2013) by broadcasting an advertisement encouraging people to take a picture of its Weetabix On The Go biscuit on their smart phones, which can be used to buy a pack of the new breakfast snack.

The cereal giant has linked up with high-street retailer Boots UK to become the first company to trial the ‘Pay-By-Picture’ technique, giving 28.6m smart phone users in the UK (51% of the population) a new, alternative way to get its products.

Ben Cooper from Weetabix said: “There is huge value in people taking pictures of our new products and sharing the images amongst their friendship groups so we’re excited to be the first company to try this in partnership with Boots.

“It is undoubtedly a brave move to replace financial currency with social currency, but we’re hoping the 55% of people that currently use their smart phone whilst watching TV will take part in the unique retail initiative, try our new breakfast biscuit and become long-term customers.”

The Weetabix On The Go #TAKETHEBISCUIT advertisement is part of a £6m marketing campaign. It will be broadcast tonight at 7.15pm during the long-running ITV soap Emmerdale.

Consumers will be able to Pay-By-Picture ­showing a picture of Weetabix On The Go in exchange for a pack of four biscuits ­tomorrow (23 April 2013) in over 700 Boots stores nationwide.

Weetabix On The Go is the new breakfast biscuit from Weetabix offering fuel on the go for people who have skipped breakfast. They are available at Boots stores in a single pack (including four biscuits) with a recommended retail price of 55p.