Weetabix has rolled out a dynamic £10 million fully integrated campaign dubbed “The Weetabix Discovery,” crafted by BBH London.
The 60-second advertisement unfolds with a man leading a conference, addressing a discovery of national significance. He asserts that Britain’s recent decline in economic, societal, and sporting performance correlates with insufficient wheat consumption. Presenting charts on massive screens, the host highlights a consistent pattern, suggesting that Britain’s lagging performance stems from a lack of wheat intake.
Drawing upon “Bix by Bix past data”, which illustrates a correlation between increased Weetabix consumption and improved performance metrics such as crossword scores, driving test pass rates, and bodybuilders per kilometer, the speaker encourages the audience to help rebuild Britain and highlights that they should deliver Weetabix to where it’s needed most, including those in charge of fixing potholes, VAR headquarters, and drivers unable to park correctly.
Concluding his speech, the man exclaims “To Britain, we must ask: ‘Have you had your Weetabix?'”
The campaign made its debut on April 2 and is slated to air across various platforms, including TV, catch-up services, digital channels, radio, social media, and PR.
