Weetabix: Weetabix n Beanz

Weetabix, a breakfast brand, launched a campaign in the UK to drive new brand engagement, improve brand awareness, and increase sales.

Summary

Creating stand out moments in an 'always on' conversation calendar in a FMCG category where not much happens is an ongoing challenge, especially using no ad spend. Social listening showed Weetabix 'n' tingz, was a thing. Recipes using Weetabix in alternative ways proved popular; the stranger the better. This inspired a series of "Weetabix with pairings", featuring breakfast table staples that would spark moments of 'brandter'. Valentine's Day offered an additional 'perfect pairings' hook, and thus came Beanz on Bix. Otherwise known as the day that broke the internet.

Objectives and Budget

The brief and objectives from the nation's...

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