The promotion, which is set to last for the next three months, offers consumers the chance to collect four limited edition books featuring the character.
To receive the books consumers need collect on-pack tokens that will be featured on Weetabix products Ready Brek, Weetabix, Weetabix Minis and Weetabix Bitesize.
Additionally there is also a competition for children to design a woolly scarf for Shaun. Winners will receive a framed still of him wearing the scarf.
A microsite has also been developed featuring various downloads including clips, colouring sheets and wallpaper.
Shaun the Sheep initially appeared in the Wallace & Gromit film A Close Shave. Since then Aardman has launched the character’s own series which runs on children’s channel CBBC.
Weetabix’s decision to launch an on-pack campaign based around a children’s character bucks the recent trend by cereal manufacturers to avoid kids marketing.
In 2007 Kellogg’s announced it would be axing licensed promotions in an effort to pre-empt future guidelines restricting marketing to children. The cereal manufacturer instead said it would be running campaigns aimed at the entire family.
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