Cartoon Network Pairs for Weetabix Promo

Promotional campaign returns for second year to encourage kids to eat more fruit.

Breakfast brand Weetabix is bringing back its Weetabuddies campaign, first launched in January 2015, as part of a year-long partnership with Cartoon Network.

The multi-channel campaign debuted Jan. 6 and aims to inspire a new generation of cereal eaters to eat a nutritious breakfast.

Derived from the cereal’s wholegrain biscuit, Weetabuddy characters feature a range of toppings, the majority of which are fruit-based to help increase children’s fruit intake at breakfast. Cartoon Network has transformed some of its central characters into Weetabuddies for the campaign–from "Adventure Time’s" Jake to "Regular Show’s" Rigby and "Powerpuff Girls’" Bubbles.

Consumers will also have the chance to win one of five special edition Weetabuddies soft toys (Tropicolin, Blue Barry, Coach Bananas, Raz Baz and Straws) in an on-pack promotion.

Throughout 2016, Cartoon Network and Weetabix will work together with additional campaigns to air on Cartoon Network, as well as its sister channel Boomerang.

Cartoon Network has also created a Weetabuddies microsite. On the site kids can submit their own Weetabuddy creations and play the "Drench Me" mini-game.

“We’re thrilled to be working with the iconic breakfast brand Weetabix to help launch the Weetabuddies 2016 campaign," says Zara Peters, sponsorship and promotions director, Turner Broadcasting. "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.”