Weetabix Unveils £2m 12 Month Lorraine Sponsorship

Brand icon Weetabix, Britain’s family breakfast favourite, kicks off a twelve month TV sponsorship campaign of Lorraine this week. The fourteen 5" and 10" executions were created and produced by The Outfit and stars children talking about their thoughts on the topics covered in the breakfast show. The agency was appointed in late December 2013 to develop & execute a £2m campaign that unites the Weetabix brand positioning with Lorraine; the main stay of the ITV breakfast schedule. Live 5 days a week covering topics from major celebrity interviews to inspirational stories, from fashion & beauty to food, Lorraine appeals to mums across Britain.

“Weetabix and Lorraine are a great fit, and the fourteen executions bring breakfast chatter to life.  This campaign represented a huge creative opportunity for The Outfit to combine our skills in broadcast and sponsorship with working with ‘real’ cast. The Outfit specialise in getting the best stories from our subjects, be they celebrities, adults or children. We are thrilled to be working with such an iconic brand as Weetabix on a campaign that will have such established longevity throughout 2014.” Niall Murdoch, Founder of The Outfit.

The sponsorship package includes VOD activity on ITV Player. The TV campaign was shot in December and went nationwide this week. 

“Lorraine is a perfect partner for Weetabix and we are thrilled to have The Outfit, specialists in this area, on board to deliver a campaign that will keep the brand top of mind throughout 2014 adding weight to our position as the nation’s favourite breakfast.”   Francesca Davies, Marketing Manager for Weetabix.

The broadcast partnership was brokered by SPP and Walker. Weetabix, launched in 1932, is now a family favourite in over 80 countries worldwide and has diversified into multiple sub-brands, firmly retaining its position as Britain’s No. 1 breakfast cereal.