SMP has developed a Weetabix Chocolate Bowlpit that has been touring shopping centres since July, encouraging mums to bring their kids along to play.
In the Bowlpit are hidden biscuits that display each of the cereals four key ingredients. If the kids find all four, they win a full size 24 biscuit pack of Weetabix Chocolate.
Families can also win an adventure holiday via a Facebook competition.
"This campaign will bring Weetabix Chocolate’s brand messages to life in an interactive and engaging way," explained SMP account director Matt Beech.
"The Bowlpit allows kids to have some fun whilst mums are educated about the healthy benefits of Weetabix Chocolate versus the rest of the chocolate cereal category.
"On site we deliver awareness and education, with coupons helping to deliver the sales, plus we will be driving consumers to Facebook to grow the brand’s presence on the social network," he added.
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