Weetabix to deliver 'proper breakfasts' to festival-goers

Breakfast brand Weetabix will be delivering samples of its new On The Go bottled breakfast drink to the tent doors of festival-goers this summer.

The brand has partnered with entertainment company Live Nation to raise awareness of the new breakfast drink at V Festival in Stafford & Chelmsford (20-12 August) and Reading Festival (26-28 August).

The activation will be led by agency HSE Cake, which was responsible for facilitating the partnership between Weetabix and Live Nation to create the sponsorship deal.

Festival-goers will wake up on Saturday and Sunday morning to a bottle of ice-cold Weetabix On The Go outside their tent door. As part of the campaign, there will be VIP upgrades and side-of-stage viewing experiences to be won via a free prize draw.

HSE Cake has also been working with Alpen (part of the Weetabix Group) on its partnership with the The Colour Run presented by Skittles.

HSE Cake was formed in May 2015, the product of a merger between brand entertainment agency Cake and Havas Sports & Entertainment.

Dorset Cereals took over the campsite at Cornbury Music Festival for a 'breakfast extravaganza' earlier this month.

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