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