For the launch of the Weetabix At the Go breakfast biscuit, the cereal brand is operating with Metro on a cross-platform campaign which incorporates a snackable tablet magazine for busy mums to read within the morning.

The 15-minute At the Go read might be available from 7 to 17 May and contains information and advice from working women on how you can take advantage of their mornings. Readers may be directed to download the Metro app at the newspaper’s online and print editions. Weetabix can even give away 200,000 breakfast biscuits  at 25 stations around the UK at the launch day.

Ben Cooper, group brand manager at Weetabix, said:  “From audience research, we found that working mothers ought to take care of two mornings – the primary at home, the second one within the office and all of the hurdles in between. This insight was used to drive development of the creative executions, in addition to the media strategy.”