Nice to start the year with a new business win. Even nicer when it’s one of your country’s most famous brands. Mother London has won Weetabix, the UK’s best-selling cereal brand.
Mother replaces BBH, that has held the account for fourteen years and the account was won without a pitch, after the agency completed an initial project. The appointment follows a successful first year working with Weetabix Food Company on sister brand, Alpen, where Mother’s campaign introduced loveable retired mascot, Ralph, and helped to drive growth for the muesli category.
The agency will begin work in January 2026. The first campaign activity will launch in the UK spring. Mother evolve Weetabix’s existing Discovery campaign and amplify the brand’s All Stars activity.
Francesca Theokli, marketing and new product development director at Weetabix, stated, “Having made iconic work with BBH, we’re eternally grateful to the talented people behind it. When your muesli brand’s first mascot in decades becomes a category-reviving cultural moment, you pay attention. Mother brought Ralph to life for Alpen with the kind of bold, joyful creativity that reminded the whole category what breakfast advertising could be. We’re excited to see that same Mother energy applied to Weetabix’s next chapter.”
Katie Elliott, managing director at Mother, added, “Weetabix is one of those rare British brands that genuinely means something to most of us. It’s been part of the nation’s mornings for generations; that kind of cultural weight is a gift for any creative partner. We can’t wait to tuck in with Fran and the team.”
Mother’s work will follow BBH campaigns that helped the brand’s growth, such as Fuel for Big Days, You Had Your Weetabix? and Building Britain Bix by Bix.
Karen Martin, CEO of BBH, commented, “We are incredibly proud of the partnership we’ve shared with Weetabix over the last 14 years. Together, we proved the commercial power of creativity and revived one of the nation’s most loved brands. It’s been a fantastic journey, we’ll remain great friends and we wish them all the absolute best.”
