A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Weetabix, a cereal brand, increased its sales and growth in its category by launching a TVC that reinforced an old, unused, but still powerful brand asset.

Campaign details

Brand: WeetabixAdvertiser: Weetabix Food CompanyAgency: Bartle Bogle Hegarty

Introduction

This is about discovering a 'Rembrandt in the attic'. Something that gets put away and forgotten about, but which on rediscovery turns out to be phenomenally valuable.

For Weetabix that Rembrandt was 'Have you had your Weetabix?'. An idea that whilst it hadn't been used for seven years, was still the most powerful idea in the cereal category. An idea that once redeployed, instantly proved it...

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