BBH London Puts Some Strength into New Weetabix Protein Campaign

Weetabix is launching a brand new TV advertising campaign to support the recent product release of Weetabix Protein. Airing from Monday 4 April 2016, the new campaign will run for eight weeks across multi-channels with a specific focus on ITV and Channel 4's key spots.

The advertising campaign comes as part of Weetabix's £2.2 million investment into the new product and intends to reach 81% of the target audience at least once with an additional 54% up to three times.

BBH London is behind the TV commercial aimed at maximising reach to a mass audience over a period of eight weeks and driving awareness to the latest Weetabix product innovation – Weetabix Protein.

The new ad 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. The underlying message being that humans have 640 muscles and Weetabix Protein helps grow and maintain all of them - maximising strength from the younger years through to senior.

Commenting on the launch, 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."