Weetabix and Arla Cravendale combine forces for bumper shopper value
Source: The DairyNews
Weetabix, the beloved cereal brand, has partnered with Arla Cravendale, the UK's leading milk brand, to offer a special promotion for shoppers. As part of a month-long special offer at Asda, customers purchasing a 48-pack of Weetabix and a 2L bottle of Arla Cravendale can claim the cost of their milk back.
This collaboration is part of Weetabix's £2 million marketing campaign for the start of 2024, which has already gained attention with a television ad and an online debate on whether consumers prefer their 'Bix' hot or cold. The #DebateTheBix poll on social media saw participation from celebrities like Craig Revel-Horwood and Linda Robson, along with brands such as Vodafone, Innocent drinks, and Bird’s Eye.
Lorraine Rothwell, Head of Brand at Weetabix, highlighted the natural complementarity of milk and cereal, emphasizing that both brands share similar qualities in terms of quality, value, and household penetration. Stuart Ibberson, Brand and Sustainability Director at Arla, expressed pleasure in partnering with Weetabix to deliver value to consumers seeking healthy and affordable choices in the supermarket aisles.
The joint offer, available at Asda, includes stand-out point-of-sale materials around milk and cereal aisles, supported by significant joint PR and media investment. Customers can take advantage of the offer by purchasing a 48-pack of Weetabix with any 2L Arla Cravendale milk as part of the same transaction between February 1, 2024, and February 28, 2024. The cost of the milk must be claimed online by March 13, 2024. For terms and conditions, customers can visit www.weetabix-milkonus.co.uk.
Lorraine Rothwell, Head of Brand at Weetabix, highlighted the natural complementarity of milk and cereal, emphasizing that both brands share similar qualities in terms of quality, value, and household penetration. Stuart Ibberson, Brand and Sustainability Director at Arla, expressed pleasure in partnering with Weetabix to deliver value to consumers seeking healthy and affordable choices in the supermarket aisles.
The joint offer, available at Asda, includes stand-out point-of-sale materials around milk and cereal aisles, supported by significant joint PR and media investment. Customers can take advantage of the offer by purchasing a 48-pack of Weetabix with any 2L Arla Cravendale milk as part of the same transaction between February 1, 2024, and February 28, 2024. The cost of the milk must be claimed online by March 13, 2024. For terms and conditions, customers can visit www.weetabix-milkonus.co.uk.
