Weetabix is bringing “some knowing levity to UK living rooms” with a new £10m fully-integrated campaign running across TV, catch up, digital, radio, social and PR.
The ‘Weetabix Discovery’ campaign went live on 2 April on ITV, with a 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!”
The creative aims to show that “one of the reasons Britain hasn’t been so great of late is because…we haven’t been eating enough Weetabix”. The ‘amazing discovery’ identifies where Weetabix eating increases so do crossword scores, driving test pass rates and body builders per kilometre!
The dynamic campaign also includes a first-ever from the brand – the use of 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.
Lorraine Rothwell, Head of Brand at Weetabix Food Company, says: “We’re extremely proud of this latest campaign, which has been many months in the making … 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.”
