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Cereal Brand Accepts Photographs As Money

Cereal Brand Accepts Photographs As Money

Weetabix invites shoppers to trade pictures of its On The Go biscuits for new packs of the actual snack.

Leah Gonzalez

If you’re a UK shopper, a simple snapshot can get you a free breakfast snack. Cereal brand Weetabix has just launched its Pay-By-Picture shopping initiative in partnership with retailer Boots UK.

The payment scheme encourages shoppers to take a photo of the Weetabix On The Go biscuits using their smartphones and present the photo at any Boots store in exchange for a pack of the new breakfast treat.


According to Ben Cooper of Weetabix, the company is excited to pilot the program. The initiative is part of the company’s #TakeTheBiscuit campaign to launch the new breakfast product. Included in the campaign is a TV advert about the shopping initiative and the company hopes┬áthat people who use their smartphone while watching television will participate in the shopping scheme and eventually become long-term customers.


The Pay-By-Picture scheme is being implemented in over 700 Boots stores in the UK.


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