Weetaboxpark

Client: Weetabix

Weetabix’s sales were under threat from supermarket own label.

But their partnership with the England’s women’s team presented a unique opportunity to win some of that share back. The 2023 WWC was being played in Australia and NZ meaning the women’s teams games were being broadcast at breakfast time UK. 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. 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. We created a safe and inspiring space for young girls to show their support for England and see how a health breakfast could help them start their day in the best possible way. Nearly 1000 breakfasts were served and both the BBC and SKY News broadcast from live from the Weetaboxpark during the matches. It was featured everywhere from The Sun to Condenast Traveller magazine generating a total reach of 427m. As well as waking up to coverage from the Weetaboxpark, the nation woke up to Weetabix again.