The game was created for the iOS platform, but we were aware that in order to reach our target audience (7-11 year olds), we had to place our communication where they would see it. We started by creating an advert for the game on the back of the Weetabix box, using imagery similar to that found on video-game covers to create intrigue amongst kids. As well as marketing the game, the image on the back of the box doubled up as the method by which kids charged Weetakid every morning. In addition to this we created a series of idents that ran on Nickolodeon, as well as a game trailer seeded on YouTube, and Weetakid’s own microsite accessed from the Weetabix homepage. The campaign hinged around our Weetakid Weetabix boxes hitting the shelves, so the campaign website and the app itself, all launched on the exact date when the first of these packs went on sale. In a market where people are eating less cereal (market shrink has been 3.3%) the nation is eating more Weetabix, with volume sales up by 5.9% versus the same 12-week period last year.