Helping find new ideas and approaches that would complement Weetabix's future marketing plans


Weetabix briefed 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 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 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.

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The Process

The brief inspired me to work with 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 and once reviewed Pete Davis submitted a targeted number of suitable ideas with costings to Weetabix.

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Weetabix Wildcats partnership

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.

Eat well, live well, play well

“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.”


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.

In early 2021, through further introductions to Get Me Media and Weetabix, the FA’s of Ireland, Northern Ireland, Scotland and Wales also concluded 2 year partnerships with Weetabix. These partnerships provide Weetabix with assets that can be used both individually and collectively throughout the UK and Ireland

Richard Ames

We have worked with Gary for a couple of years now and he supported us with successful introductions to Weetabix and Deliveroo. Gary has worked at a high level for both brand and rightsholders. This knowhow puts him in an excellent position to understand the needs of both parties making the process of introduction so much easier. Importantly Gary is very trustworthy and he puts the interests of the uniting parties first.

Richard Ames Head of Commercial Acquisitions The FA