Background
Weetabix briefed getmemedia.com in April 2020 to help find them new ideas and approaches that would complement their future marketing plans. Based on my relationship with the English FA following my successful work with Deliveroo, I was approached by the owner of Getmemedia.com Pete Davis who I knew from his Nestle Yorkie days and our successful arranging of the existing partnership between Northern Rail and Rugby League.
Upon investigating the brief with getmemedia.com we knew any ideas submitted to Weetabix’s Head of Brand had to appeal to the key family demographic and also provide a platform for Weetabix to promote their association using paid media, on-pack and contain a meaningful CSR element.
The Process
The brief inspired me to work with Getmemedia.com on a number of solutions that we both felt could deliver for Weetabix in the areas of grassroots sport and family recreation. After further consideration and an audit of the activity within the breakfast cereal category, several rights owners were approached to send initial information to getmemedia.com and once reviewed Pete Davis submitted a targeted number of suitable ideas with costings to Weetabix.
The FA’s bespoke deck received positive initial feedback with a clear and relevant solution from the outset – The “Weetabix Wildcats partnership” Further submissions of conceptual ideas and consumer insight followed as the in house English FA team were introduced to the Weetabix brand team. The FA then made a detailed proposal for Weetabix that included naming rights for their “Wildcats” girl’s football programme.
“Having worked with Gary successfully over the years and being aware of his recent work on Deliveroo and English FA, it was great to get his input on the Weetabix brief. Gary recommended a number of strong solutions that I was happy to filter into the client recommendations. The Weetabix Wildcats idea around “Eat well, live well, play well” was such a rich brief response from the beginning. I’m delighted this partnership is progressing and I think it will have a huge positive impact on participation in the years ahead.”
The Result
Weetabix and the FA agreed a 3 year partnership that will commence from Q1 2021.
The FA were delighted that the Weetabix brand would help promote girl’s football. Also millions of packs will be displaying the Three Lions during a period that will witness the Men’s Euros (2021), the Women’s Euros (2022) and the Men’s World Cup (2022). The partnership aims to double the involvement of girls football.
View FA > Weetabix Press Release and Launch Video
