To drive purchase of Weetabix in the Vancouver area, we helped create an outdoor Big Breakfast event downtown Vancouver, complete with break and fusion dancers, and trampoline acrobats. Over 10,000 product samples were distributed, with a call to visit www.fuelyourhealthylifestyle.com to learn more about Weetabix and a chance to win a mountain bike. For each contest entry, Weetabix donated $1 for a child in BC’s Breakfast for Learning in-school programs. The campaign was also supported with radio and a Vancouver Sun Run sponsorship.