£10m campaign links Weetabix with British success

Weetabix is bringing some knowing levity to UK living rooms with a brand new £10m fully integrated campaign running across TV, catch up, digital, radio, social and PR.

Debuting yesterday on ITV, “The Weetabix Discovery” is a rallying cry to the nation. The tongue-in-cheek creative explores the “scientific” correlation between Britain’s recent societal and sporting performances and Weetabix consumption rates and provides one clear solution – the nation needs to have theirs!

It sends a rallying cry to Britons to share where they think is in most urgent need of a Weetabix delivery. To whoever is in charge of fixing potholes to VAR headquarters, and abysmal parking, the advert makes clear that there are plenty of potential recipients who might benefit from a restorative shipment of Weetabix to help get things back on track.

The dynamic campaign also includes a bespoke digital radio advertising to different locations of Britain. Triggered by different contextual moments, such as the great British weather, they will identify where Weetabix is needed most and encourage the nation to “have theirs”.

“We’re extremely proud of this latest campaign, which has been many months in the making. We can’t wait for you to meet our brilliant cast of characters!” said Head of Brand, Lorraine Rothwell.

“This multi-million-pound investment in our core brand is sure to drive overall category growth as well as reminding our loyal shoppers why Weetabix is the way to get themselves ‘ahead of the day’. We are set to be the number one spender in cereal in this period. The nation will be in no doubt that the best way to start their day is with the ‘Weetabix advantage’. This is just the beginning for our ‘Weetabix Discovery’ creative. Have You Had Yours?”