As the UK’s No1 cereal brand and official partners with the Football Associations, Weetabix wanted to own the breakfast moment during the Women’s World Cup through an integrated campaign.

The goals:

1. To deliver real value to their core family audience.

2. Maximize an authentic existing partnership with women’s football.

3. Owning a cultural moment around the WWC.

4. Reinforce the value of starting the day right with Weetabix.

The campaign featured an on-pack promotion to win home nations football shirts but the centrepiece of the campaign was the Weetaboxpark activation.

As well as developing a new joint Weetaboxpark branding logo and look and feel for the venue we divided the space into 3 areas:

We breakfast together

We took over the ‘hatch’ area of Boxpark swapping out the burgers and beer pumps for bowls of Weetabix and fresh milk.

We play together

This section featured a football panna cage - a new and exciting format of football that pits players in 1v1 games, with the aim of the game being to nutmeg your opponent and score goals.

We support together

The main focal point of the event was our stage, with full Weetaboxpark branding. For half time entertainment our host Rachel Riley got the whole crowd (500+) to join in with our synchronised goal celebration, setting a world record! Attendees could even meet the original lionesses who featured on stage.

Weetabix needed to reconnect with its core family audience. It had an existing partnership with the England women’s football team but despite the Lionesses success the brand had struggled to gain traction.

And Weetabix were NOT a sponsor of the women's world cup and didn't have the ATL budget to support a campaign around this period.

With the matches being played in the morning UK time we spotted an opportunity to inject Weetabix into the cultural conversation in a new way.

At every recent major tournament England fans have gathered at one iconic venue to watch the games live, which has become infamous for scenes of fans throwing pints in the air - Boxpark.

So, we rebranded Boxpark to ‘Weetaboxpark’ swapping out beer pumps for milk pumps,

turning the image of the venue from late night debauchery to early morning wholesomeness.

Transforming the image of both brands in the process

We were able to secure the partnership with Boxpark for 2 England matches, on the 22nd England vs Haiti and 28th July England vs Denmark.

Key to maximising the success of the two activations was ensuring that every element of the activity was aimed at engaging young families and girls to want to come and support the lionesses and start their days right with a Weetabix breakfast.

At half time we kept the kids entertained by setting a synchronised goal celebration world record. They could even meet the original lionesses who talked movingly about how far the women’s game had come.

Nearly 1000 breakfasts were served and both the BBC and SKY News broadcast from live from the Weetaboxpark during the England matches. It was featured everywhere from The Sun to Condenast Traveller magazine generating a total reach of 427m.

Despite being the No.1 breakfast cereal in the UK Weetabix was in a position that because of supermarket own label competition its sales had been falling alarmingly.

That was before the Weetaboxpark.

Supported by the on-pack promotion sales grew 18% growth during the period of the activity.

The Media reach was 418m

Social reach 8.9m

Social engagements 22.3k

Total reach 427m

Nearly 1000 breakfasts served.