The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Weetabix Fuel For Big Days

Weetabix launches £1.8m cross-channel campaign for chocolate variant


By Jessica Davies, News Editor

March 11, 2013 | 2 min read

Weetabix has launched a £1.8 million cross-channel campaign to promote its new chocolate variant cereal.

The campaign is aimed at positioning Weetabix with Chocolate as a healthy cereal, forming part of Weetabix’s overarching ‘Fuel for Big Days’ brand strategy which began in 2011.

The campaign kicks off today with a four-week TV campaign, created by ad agency BBH, across channels including ITV1, Channel 4, Channel 5, Sky One and Sky Living.

Digital activity includes a partnership with Mumsnet, along with a Facebook app featuring Slingshot, which lets users put products straight into their online shopping baskets with major supermarkets.

Ben Cooper, group brand manager at Weetabix said the campaign launch marks a “significant” investment for the brand.

“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.”

The TV ad centres on 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.

Weetabix Fuel For Big Days

Content created with:


Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...

Find out more

More from Weetabix

View all


Industry insights

View all
Add your own content +