Cartoon Network UK Partners With Weetabix For Weetabuddies Campaign
Last week, it was announced that breakfast cereal company Weetabix have signed up an advertising sponsorship deal with Cartoon Network UK. Weetabix first started their Weetabuddies campaign last year and this year they will be bring back the campaign and will be working with Cartoon Network to educate kids the importance of eating a healthy breakfast. The new partnership includes sponsorship of the peak breakfast time slot before school on Cartoon Network UK for the whole of January, April, September and November in 2016 as well as sponsorship on Boomerang in April and September. Each sponsorship ident will centre on different Weetabuddy characters in a cereal bowl telling funny jokes or acting in funny situations.
Cartoon Network has also turned some of their famous cartoon characters into Weetabuddies using Weetabix for the campaign including Adventure Time’s Jake the Dog to Regular Show’s Rigby and Bubbles from The Powerpuff Girls. Cartoon Network has made a special Weetabix Weetabuddies microsite, where kids can submit their very own Weetabuddy creations and play the Drench Me mini-game. The best Weetabuddies will be entered into a competition for the chance to win an iPad, and some will even make an appearance on Cartoon Network.
The Cartoon Network Anything app and Cartoon Network’s Imagination Studios initiative will be used to promote the Weetabuddies campaign. The Imagination Studios microsite will feature a short documentary of the making of the Weetabuddies as seen on Cartoon Network. The video will include a food stylist explaining to kids how to make their very own Uncle Grandpa Weetabuddy, using healthy toppings and Weetabix. The Cartoon Network Anything app will feature short form videos of different Weetabuddies during April and September this year.
Zara Peters, sponsorship and promotions director, Turner Broadcasting System Europe made this statement regarding the partnership with Weetabix:
“We’re thrilled to be working with the iconic breakfast brand Weetabix to help launch the Weetabuddies 2016 campaign. Cartoon Network will feature sponsored Weetabuddies content across our on-air and digital platforms to help encourage kids to get creative and excited about Weetabix’s healthy breakfast cereal. Cartoon Network values kids creativity and we can’t wait to see their Weetabuddy creations! We believe this campaign will remind kids that mornings can be fun.”