Weetabix On The Go, the UK’s No. 1 breakfast drink, has appointed Charlotte Hunt as its new marketing manager, to support brand growth as part of Weetabix’s £11m marketing push.
Bolstering its position as the leading breakfast drink, Weetabix On The Go will return to TV this summer with a new advert as part of a sponsorship of ITV2’s ‘Showtime’ in July and August. The slots provide over 40 hours of live and VOD TV time on the most-watched digital channel for 16-34 year old’s, a key demographic for the breakfast drinks sector.
Weetabix On the Go will also partner on social media with Micro Scooters in July and August for a number of scooter giveaways, as the brand reinvests in its digital presence and supports consumers adapting to new on the go behaviours as lockdown eases. Working alongside influencers, the campaign will target Weetabix OTG’s two key demographics: families with busy mornings and young professionals looking for the latest trends.
As part of her role, Hunt will lead all aspects of the marketing plans, with additional digital creatives, in-store campaigns, sponsored social media activity and pack redesigns all planned for the year ahead. Charlotte will also support the roll out of Weetabix On The Go’s sustainability initiatives.
Hunt said: “I feel privileged to continue my development at Weetabix and flex a different set of marketing muscles to help grow the Weetabix On The Go brand and the wider category. We are in a strong position now and the business is investing further – it is a £12m brand with a 63% share of the breakfast drinks sector. We created the breakfast drinks category five years ago and we know that when we invest strategically, we can drive total growth.
“We have a busy summer ahead and can’t wait to return to TV, with the ITV2 sponsorship unlocking an important younger audience. We’re looking forward to working with Micro Scooters to amplify our social media presence. They are a perfect fit that will resonate with key audiences, whether that’s busy families taking their kids to school on scooters or for professionals looking for different ways to commute to work in the current climate.
“Whilst on the go shopping habits have been affected because of the Covid-19 outbreak, we believe there remains a strong growth opportunity for breakfast drinks, with the mega trend for convenience set to continue in the long term. We’re confident that our plans for the year ahead can help to expand this £22m category and support retailers’ on the go offerings.”
Charlotte joined Weetabix in 2016, working within the innovation teams and most recently as senior brand manager for the Weetabix Original brand. 98Charlotte will report into Emma Varlow, General Manager of Weetabix On The Go.