A great story out of the United Kingdom comes from the partnership of a cereal company and a racing organization after the organization was smitten with the cereal maker's latest ad campaign

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UK-based Marketing Magazine reports that Racing UK has teamed up with Weetabix to create a promotion for subscribers that celebrates racing. The campaign targets new and existing subscribers, offering a chance to win prizes including a year's supply of Weetabix, a lifetime and a year's subscriptions to Racing UK and one of two trips to the Velka Pardubicka horserace in the Czech Republic.

The marketing tie-up was agreed after Weetabix's new TV ad campaign appealed to senior executives at Racing UK.

The 90-second commercial currently on air features an unfortunate jockey thrown from his mount who, picks himself up, and, after a brief chat with his horse and being told to ‘run like the wind', sets off in pursuit of the other runners and riders, and goes on to win the race. The advert ends with Weetabix's strap line 'Somebody's had their Weetabix!'

The promotion will run on-air on Racing UK, in national press and in the racing press.

(with files from marketing.co.uk)