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Weetabix aims for sales boost with Toy Story 3 promotion

Weetabix aims for sales boost with Toy Story 3 promotion

Weetabix, Britain’s favourite breakfast cereal, has joined forces with Disney Pixar to launch a Toy Story 3 on-pack promotion.

Thousands of Toy Story 3 prizes can be won with an on-pack promotion that will be supported by bespoke national TV advertising from July 1, 2010.

Marketing communications agency Dialogue141 is managing the on-pack promotion, which will feature on packs of Weetabix, Weetabix Minis, Oaty bars and Weetos. Dialogue141 has also created campaign’s promotional website.

As part of the promotion, Weetabix will give away a family adventure to Florida every month along with thousands of kits full of Toy Story 3 goodies.

The advertising has been created by WCRS and it features a moodily-lit darkened room where a small boy, dressed in a Buzz Lightyear costume with fully-opposable two-tone hand gloves and his purple-soled traction boots, is slowly revealed.

On closer inspection, his costume is shown to be entirely home-made, and built Blue Peter-style from washing-up liquid bottles and Weetabix boxes. Kids are then invited to ‘win a real Toy Story adventure with Weetabix’.

Toy Story 3 is expected to be this summer’s major blockbuster and the biggest Disney Pixar movie to-date. Strong sales of Weetabix are therefore predicted for the duration of the promotion. Weetabix currently accounts for 7 per cent of total UK cereal sales (value) and is worth more than £102m*.

For a chance to win, consumers are asked to log on to where they are encouraged to enter their unique promotional code printed on the inside of each pack. The promotional website also includes the Toy Story 3 Great Escape game.

Paul Goold, senior brand manager at Weetabix, said: “Toy Story 3 is set to be massive and will have strong appeal to families which makes it the perfect partner for Weetabix. The promotion and TV advertising will really capture the imagination of our consumers and help drive sales of Weetabix, Weetabix Minis, Oaty bars and Weetos.”

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