Fandom Teams Up with Iconic UK-Cereal Brand Weetos for Immersive Summer Campaign to Reach Gamers
360-Partnership Includes Exclusive Digital Roblox Experience, Branded Cereal Box and Online Hub
SAN FRANCISCO, CA – June 16, 2025 – Fandom, the world’s largest fan platform, today announced a 360-degree partnership with Weetos, the tasty family brand from the Weetabix Food Company. The partnership marks Weetos’ debut in the gaming world, tapping into Fandom’s UK fanbase and gaming expertise to connect with gaming fans. The campaign launched on June 16 and for 11 weeks, Fandom will have on package branding on over 1 million special edition Weetos cereal boxes with a QR code driving fans to a custom Fandom-branded hub, where weekly giveaways offer the chance to win gaming consoles, prize packages, and more.
And the campaign doesn't stop there! The duo is launching Weetos World, a custom co-branded experience on Roblox built by Fandom, that invites fans to engage, explore, and play in a virtual environment that brings the cereal brand to life in an interactive way.
“This campaign is a strong example of how Fandom helps non-endemic brands authentically reach the fans that mean the most to them and we’re proud to partner with Weetos during their first foray into the gaming space,” said Shaun Jordan, VP of Client Partnerships at Fandom. “Weetos knew their younger audience loves gaming, and we helped them translate that insight into a fully integrated digital and physical experience that creates value for both fans and the brand.”
“Weetos World represents a bold step forward for the brand. We’re tapping into cultural relevance by meeting families where they already are – and doing it in a way that stays true to Weetos’ playful DNA,” said Madeleine Rainert, Brand Manager at Weetos. “The fact that the game is inspired by children’s real ideas makes it even more special. This is about more than just cereal; it’s about sparking golden moments between parents and children through the power of play!”
With a HFSS-compliant product, strong taste credentials, , Weetos continues to deliver on taste, fun and family appeal, which is loved by kids, and approved by parents. The brand is currently worth £10 million , with recent innovation and strategic campaigns helping to build momentum in the competitive cereal category.
The Weetos campaign launches just in time for summer, offering young UK fans fun, rewards, and an engaging way to connect with their favourite breakfast through the games they love.
The collaboration was facilitated by Getmemedia.com connections briefing service, which helped bring together Fandom and Weetos to develop a campaign that bridges gaming culture and FMCG innovation.
“This is exactly the kind of innovative, insight-driven partnership we love to be part of,” said Pete Davis, Managing Director of Getmemedia.com. “By combining the cultural relevance of gaming with the fun and familiarity of Weetos, this campaign creates real engagement and excitement,”
About Fandom
Fandom is the world’s largest fan platform where fans immerse themselves in imagined worlds across entertainment and gaming. Reaching almost 350 million unique visitors per month and hosting more than 250,000 wikis, Fandom is the #1 source for in-depth information on pop culture, gaming, TV and film, where fans learn about and celebrate their favorite fandoms. Fandom’s Gaming division manages the online video game retailer Fanatical. Fandom Media, the content arm of Fandom, enhances the fan experience through curated editorial, video and branded content from trusted and established media brands Gamespot, TV Guide, Metacritic and the Emmy-nominated Honest Trailers from Screen Junkies. For more information follow @getfandom or visit: www.fandom.com.
About Weetos
For breakfast and beyond – beats hunger fast, getting you back on your game. Weetos is proud to support sustainable farming of cocoa across the world. Made from wholegrain wheat with vitamin D and Iron, these deliciously crunchy hoops are a great way to start the day. High in fibre and bursting with vitamin D* for strength and iron for alertness & vitamin B12* to help release energy. Learn more about what goes into our products. *Vitamin D contributes to normal muscle function, Iron contributes to normal cognitive function and Vitamin B12 contributes to normal energy yielding metabolism as part of a healthy diet and lifestyle.
Press Contacts
Rachelle Savoia/(470) 306-1609 or rsavoia@fandom.com
Brenna Harran/(631) 902-9801 or bharran@fandom.com