Weetabix launches ad campaign to support high-in-protein cereal

Weetabix has embarked on a new television advertising campaign in the UK to support the release of its high-in-protein breakfast cereal, as part of a £2.2 million investment from the brand.

The advert, which debuted this week, will run for eight weeks across multi-channels in support of Weetabix Protein, which contains 12g of protein – or twice the amount as a large egg. The creative, from advertising agency Bartle Bogle Hegarty, offers a visual anecdote where viewers see a father and son arm-wrestling at the breakfast table before the story develops to show the characters growing and their roles reversing, underlining the fact that Weetabix Protein can help consumers to grow and maintain muscle while maximising strength.

The campaign is aimed at maximising reach and driving awareness of the latest product in Weetabix’s portfolio, intending to reach 81% of the target audience at least once with an additional reach of 54% of target consumers up to three times.

Weetabix brand manager Caroline La Niece said: “New and popular trends are driving the cereal category into fresh avenues and protein is just one of the trends that Weetabix have launched in to.

“The advertising campaign is just another part of our commitment to the new product and a way of telling consumers we’ve made it simpler to get a high protein, tasty and nutritious breakfast that helps keep them powered throughout the morning.”