Weetabix, the nation’s favourite breakfast cereal is set to extend its “fuel for big days” campaign via a fresh new £4 million integrated marketing push; reminding families that Weetabix is the best choice of breakfast on busy days.
The new campaign will seek to reassert the brand at the forefront of mum’s mind at a time when children are heading back to school and so days are particularly busy. Created by advertising agency BBH, the 30-second ‘Grandpa’ film follows two children and their Grandpa creating mayhem in the house while mum and dad are out; fuelled by the energy that only a bowl of Weetabix can provide.
The 30” ad will air nationally from August 26th. It is part of an integrated campaign, featuring cinema and radio activity, a Disney children’s TV partnership, and significant in store activity consisting of on pack promotion and retailer-exclusive value-add promotions.
Francesca Davies, Marketing Manager at Weetabix said; “The back to school period is well reported by mums as being a particularly busy time. Often new uniforms, stationery and lunchboxes are the big things on her mind. We are keen to ensure that, in order to give her children the best possible start to the new term, what she puts in their tummies is also front of mind. We’re excited about the campaign’s ability to talk to both mums and children, and are committed to pushing our investment truly through the line to ensure Weetabix is front of mind at those key moments of truth.”
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BBH Creative Team: Harry Orton & Robin Warman
BBH Creative Director: Dominic Goldman
BBH Producer: Georgina Kent
BBH Strategic Business Lead: Fleur Holcroft
BBH Chief Strategy Officer: Jonathan Bottomley
BBH Strategist: Carl Mueller
BBH Team Director: Catriona Dolbear
BBH Team Manager: James Rice
Production Company: Smuggler
Director: Jun Diaz
Producer: Gustav Geldenhuys
DoP: Justin Brown
Editor: Andy McGraw
Post Production: The Mill
Sound Design: Factory