The Weetabix On The Go breakfast drink has become an official sponsor of this year’s Isle of Wight Festival.

An on-pack campaign will run on Weetabix On The Go bottles until June, offering consumers the chance to win one of 12 pairs of tickets for the festival (with ferry travel and camping packages included).

The promotion is part of a £2m-plus marketing campaign for Weetabix On The Go, which also includes an online video highlighting the festival giveaway, in-store POS activity across grocery, convenience and wholesale, and a nationwide office sampling campaign.

Emma Varlow, general manager of Weetabix On The Go, said: “We’re really excited to team up with Live Nation and The Isle of Wight Festival to offer our customers a weekend to remember. This partnership aims to raise awareness of the On The Go range among 18-35-year-old consumers, who we know are leading busier mornings than ever before, but still require a tasty, convenient and nutritious breakfast to start their day while on the move.

“As the breakfast drink market leaders, we’re determined to bring more people into the sector and we believe that this on-pack campaign, coupled with in-store activity and sampling across the UK will help to boost the whole category. This year Weetabix On The Go will be more visible than ever before, helping more shoppers get a proper breakfast even when they’re in a rush.”

The promotion will appear on all Weetabix On The Go packs, including singles, PMPs (£1.49) and multi-packs.