Weetabix On The Go, the UK’s number one breakfast drink[1], has become an official sponsor of this year’s Isle of Wight Festival.

An on-pack campaign will run on Weetabix On The Go bottles from March until June, offering consumers the chance to win one of 12 pairs of tickets for the festival (with ferry travel and camping packages included)*.

The promotion is part of a £2m+ marketing campaign for Weetabix On The Go, which also includes an online video highlighting the festival giveaway, in-store POS activity across grocery, convenience and wholesale, and a nationwide office sampling campaign.

Weetabix On The Go is a £14m brand with a 63% share of the breakfast drinks sector[2].

Emma Varlow, General Manager of Weetabix On The Go, said: “We’re really excited to team up with Live Nation and The Isle of Wight Festival to offer our customers a weekend to remember! This partnership aims to raise awareness of the On The Go range amongst 18-35-year-old consumers, who we know are leading busier mornings than ever before, but still require a tasty, convenient and nutritious** breakfast to start their day whilst on the move.

“As the breakfast drink market leaders, we’re determined to bring more people into the sector and we believe that this on-pack campaign, coupled with in-store activity and sampling across the UK will help to boost the whole category. This year Weetabix On The Go will be more visible than ever before, helping more shoppers get a proper breakfast even when they’re in a rush.”

Caroline Giddings, Commercial Director, Isle of Wight Festival, said: “We’re really pleased to welcome Weetabix On The Go to the Isle of Wight Festival fields this summer. The on-pack promotion will help to further raise awareness of the festival and we look forward to seeing the lucky winners this June.”

The on-pack promotion will appear on all Weetabix On The Go packs from March in grocery, convenience and wholesale outlets, including singles, PMPs (£1.49) and multi-packs.

*Consumers will need to visit https://www.winwithweetabixotg.com to input their details and the barcode from their Isle of Wight Festival-branded Weetabix OTG bottle to be entered in the prize draw for a chance to win a pair of festival tickets.

** Weetabix On The Go provides all the protein, energy and fibre of a typical Weetabix cereal with milk.

[1] Nielsen, 2020

[2] Nielsen, 2020

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