Having never had a presence in the convenience, ‘on-the-go’ breakfast market, the challenge for Weetabix was to drive awareness of a very different product from the brand, and to persuade people that Weetabix On the Go is a tasty and fuelling breakfast solution for those extra busy mornings.
To launch the new product, Morning in Reverse, a new 60-second film directed by Park Pictures' Joachim Back, tells the everyday story of a busy working mother like never before. Based on the insight that working mums can feel like they have two mornings (one at home and one at work), the film charts her journey from pillow to desk as she takes on the everyday challenges that befall every British working mother.
Morning In Reverse follows last year’s ‘Dad’s Day Out” TV advert for the launch of Weetabix Baked with Golden Syrup, and the ‘Sibling Rivalry’ TV spot for the relaunch of Weetabix with Chocolate earlier this year, both by BBH.
Client name and title: Sally Abbott, Marketing Director
BBH Creative Team: George Hackforth-Jones & Jack Smedley
BBH Creative Director: Dominic Goldman
BBH Producer: Ruben Mercadal
BBH Strategic Business Lead: Fleur Holcroft
BBH Strategy Director: Jonathan Bottomley
BBH Strategist: Carl Mueller
BBH Team Directors: Catriona Dolbear & Tom Woodhead
BBH Team Manager: James Rice
Production Company: Park Pictures
Director: Joachim Back
Producers: Stephen Brierley & Tim Kerrison
DoP: Jan Velicky
Editor: Russell Icke
Post Production: The Moving Picture Company
Sound Design: Factory