Weetabix has made a discovery. Britain hasn’t been doing well of late in economic, sporting and societal performances and Weetabix consumption rates are down. There is only one conclusion, the brand announces. The reason for the UK’s decline in prowess is that it is not eating enough Weetabix. The discovery goes further – Where Weetabix eating increases so do crossword scores, driving test pass rates and body builders. So, the brand has put out a rallying cry to the nation to deliver Weetbix to where it is needed most.
The humorous campaign by BBH covers TV, catch up, digital, radio, social and PR and also includes a first-ever from the brand, different digital radio advertising broadcast to different locations of Britain, triggered by various contextual moments, such as the great British weather, the campaign will identify where Weetabix is needed most and encourage the nation to have theirs.
Christine Turner and Kevin Masters, creative directors at BBH, commented, “While working on this new campaign, we uncovered a discovery of national importance. So it’s only right that we share this with the nation immediately. The performance of our once great island depends on the country having their Weetabix again. It’s rare in our careers that we get to work on a campaign that will have such significant national importance.”
Lorraine Rothwell, head of brand at Weetabix Food Company, added, “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…This is just the beginning for our Weetabix Discovery creative. Have You Had Yours?”
Credits
Brand: Weetabix
Creative Agency: BBH London
Chief Creative Officer: Alex Grieve
Creative Directors: Christine Turner & Kevin Masters
Copywriter: Marc Rayson
Art Director: Callum Prior
Planners: Robert Meiklejohn & Mark Baschnonga
Managing Partner: James Rice
Account Director: Sammy Bryson
Account Manager: Kate Weston-Webb
Agency Producers: Ali Terrell & Valentina Schwendinger
Media: Mindshare
Production Company: Outsider
Director: Nalle Sjöblad
Director of Photography: Mikael Gustafsson
Producer: Zeno Campbell-Salmon
Managing Partner: Si Elborne
Post Production & VFX: Rascal
Producer:Ange Toner
2D Lead: Chris Tobin
3D Lead: Adam Ahlgren
Colourist: James Bamford
Editing: Work UK
Editor: Mark Erdinoff
Music & Sound: Rascal
Sound Engineer: Neil Johnson
