Weetabix tempts the kids with Weetabuddies
The Weetabuddies campaign will run across multimedia in the next six weeks with a spend of £5.5 million.
They hope that the Weetabuddies characters will engage with the nippers and get them eating Weetabix. Or, if you prefer, eatabixing.
Anyway, the plan is to create a series of individual personalities using bits of fruit that will reflect kids' personalities. They include Tropicolin, Senor Sultana and Blue Barry. No, really. The latter sounds like some bloke who sells dirty DVDs down the pub.
Children will also be encouraged to create their own Weetabuddy characters and share them online.
All those that are shared to the Weetabuddies website throughout the campaign will be displayed and entered into a competition to win Weetabuddy creator kits. There will be one kit won a day for the duration of the campaign.
In addition, supermarkets such as Asda will sticker the fruits which have been used with special Weetabuddy stickers, to encourage kids to choose more fruit as they try and recreate their favourites. According to Weetabix, on average, children aged 4-10 years are currently only eating half of their recommended ‘five a day’ target (excluding fruit juice).
Weetabix senior brand manager Claire Canty reckons: “We know from our research that as kids get older and experience new tastes and flavours they’re increasingly looking for more exciting, varied breakfasts. However, we know mums still want to be reassured that their families are making healthy choices in the morning which is why we have launched the Weetabuddies campaign."
"By helping families to get creative and encouraging them to make their own Weetabuddies, we hope that kids will be reminded that a bowl of Weetabix is a lot of fun, while mum can be reassured that they are still getting a delicious and nutritious breakfast, helping us to encourage a whole new generation to fall in love with Weetabix as a result.”
They sound somewhat lighter than the bruisers they used back in the eighties anyway.