Challenge

Weetabix is seen as ‘boring’ breakfast. Create a fun, light-hearted campaign that will make kids want to eat Weetabix for breakfast, whilst demonstrating the brands variety and helping make breakfast time easier for Mums. 

Solution
We put kids in charge of their breakfast and empowered them to invent and create exciting Weetabuddies, making mornings fun for kids and easier for Mums. They could decorate their biscuits with fruit and toppings to make funny charcaters and win prizes for doing so.

The campaign ran across TV, on-pack, in-store, social and online, as well as engaging mummy bloggers. Weetabuddies had their own toys and a deal with Cartoon Network making them a memorable part of the brand.

Results

Thanks to Weetabuddies' alignment with retailers' health agendas, it set an example of best practices in the category. The initial campaign achieved remarkable results for Weetabix, including 1,800 competition entries, the highest sales volume in two years and the highest-ever brand equity score.  In the second year, Weetabix gained year-on-year growth in market penetration, and research showed that kids loved the Weetabuddies more than Coco Pops’ Coco the Monkey!