Media in Canada – Weetabix Bounces With B-Boys, Trampolines

by Melita Kuburas

Weetabix cereal is holding an outdoor Big Breakfast today at Vancouver's Pacific Centre and TD Plaza, featuring break and fusion dancers and trampoline acrobats. Passersby will witness hip-hop, swing and stomp performances and then be served a free Weetabix breakfast parfait.

The event is part of a campaign called "Fuel Your Healthy Lifestyle," which also includes a four-week radio buy running through May 9, a sponsorship of the Vancouver Sun Run and print placements in the Sun and free commuter dailies.

The campaign creative and media was handled by Delta, BC-based Suburbia Advertising, and the events were arranged by Toronto-based Idea Workshop. Consumers are encouraged to visit FuelYourHealthyLifestyle.com (launching later today), where for every "healthy lifestyle" contest entry, the Cobourg, ON-based brand will donate $1 for a child in BC's Breakfast for Learning in-school programs.

Targeting adults with active lifestyles aged 35 to 65, Jacquie Perlmutter, brand manager for Weetabix Canada, says the dance event is part of a west-coast strategy that hopes to engage active adults who like to dance and have fun.

"We wanted to gather together a series of activities that portray that if you lead a healthy, active lifestyle, you can partake in some of these things as well," Perlmutter tells MiC.