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March 11, 2013
Weetabix, Britain’s number one breakfast cereal, launches a brand new £1.8 million cross-channel campaign on 11th March for its new and improved Weetabix with Chocolate variant (formerly Chocolate Weetabix).
The new TV advertising campaign, created by advertising agency BBH, re-launches Weetabix with Chocolate as Weetabix fuel with a great chocolate taste. ‘Sibling rivalry’ is the resulting 60-second film; the story of a brother and sister competing over who has the biggest day, with the winner set to eat the last tasty Weetabix with Chocolate.
The 30” and 40” ads will run for 4 weeks an entertaining execution running across mass market channels such as ITV1, Channel 4, Five, E4, ITV2, Sky One and Sky Living.
The new name and re-launch aims to communicate and reassure parents of the product’s positive health credentials, aligning it with the Weetabix ‘Fuel for Big Days’ brand strategy which launched in 2011. The ‘Sibling Rivalry’ creative follows last year’s successful launch of Weetabix Baked with Golden Syrup and the ‘Dad’s Day Out’ TV advert, also by BBH.
The campaign will be supported with digital activity including a Mumsnet partnership. There will also be a new Facebook application featuring Slingshot capability which allows users to put products straight into their online shopping baskets with major supermarkets.
Ben Cooper, Group Brand Manager at Weetabix said: “We have great ambition for the Weetabix with Chocolate product and are putting a considerable media spend behind the re-launch. We want to communicate that Weetabix with Chocolate is Weetabix fuel with the added taste of Chocolate, making it an ideal option for Mums looking for a chocolate cereal. This new re-launch aligns the product with the brand’s ‘Fuel for Big Days’ campaign to confirm the product is Weetabix first and foremost.”