Weetabix has launched a £10m campaign with an accompanying advert ‘The Weetabix discovery’, which links Britain’s recent societal and sporting struggles with falling consumption of the cereal.
The advert depicts an emergency meeting, called by a scientist who wants to share his “discovery of national importance” with an audience of state officials.
“In recent times, Britain’s economical, societal and sporting performance has dropped,” he says, pointing to a chart that depicts how each has declined.
“Meanwhile, the country hasn’t been eating enough Weetabix,” the scientist adds.
“These charts follow the same pattern, which suggests Britain hasn’t been so great of late because it hasn’t had its Weetabix,” he concludes.
The scientist then points to data that shows “where Weetabix eating increases, crossword guesses and bodybuilders per kilometre sharply improve”.
Running until the end of 2024, the campaign will span TV, radio and social media.
Weetabix head of brand Lorraine Rothwell said “This multimillion-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’”.
