Weetabix Goes For Gold With New TV Advert

 

Weetabix Golden Syrup is gearing up for a very big day, as a brand new advertising campaign is set to hit TV screens tonight, 16th April 2012.

 

The new campaign focuses on the role that Weetabix Golden Syrup can play in helping families through a particularly busy day, featuring a light-hearted series of events in which an exhausted dad desperately tries to keep up with his energetic and exuberant young boy.

 

Created by ad agency BBH, the ad builds on the ‘Fuel for big days’ campaign strategy adopted by the Weetabix brand, and will run as a series of 30” adverts nationally.

 

Launched in February 2012, Weetabix Golden Syrup, a sweeter form of the Weetabix biscuit, is baked with Golden Syrup, and is the latest innovation from Britain’s most loved cereal. It contains half the sugar of the average sweetened cereal*.

 

To see the work, click here: http://www.youtube.com/watch?v=apnShbFMjpw

 

Supporting the TV spot will be an online 60” advert, as well as a series of digital and social media initiatives and a PR campaign. The advert will also encourage consumers to talk about the new product online, featuring hashtag #GoldenFuel on both TV and online executions. This is the first time Weetabix has included a hashtag in an advert.

 

Commenting on the new ad, Francesca Davies, Weetabix Marketing Manager, said, “Modern-life is very busy for both adults and children and, from time to time, we all need a little bit of extra energy to help get us through the day. We wanted to create an ad which both adults and kids can relate to, which is funny and positions Weetabix Golden Syrup as the perfect way for everyone to fuel up for those days which are unexpectedly a little bit busier than others.”

 

Dominic Goldman, Creative Director, BBH said, "Whenever you see dads out alone with their kids, they always seem a little out of their depth. We thought there was something funny about Weetabix Golden Syrup giving our dad the edge he needs to get through the day.”

 

Client: Weetabix

Campaign: Dad’s Day Out

Brief: Fuel for Big Days: Now with Golden Syrup

 

Client name and title: Hannah Blackburn, Senior Brand Manager, Sally Abbott, Marketing Director Weetabix Food Company

BBH Creative Directors: Dominic Goldman and David Kolbusz

BBH Copywriter: David Kolbusz/James Gillham

BBH Art Director:Dominic Goldman/Graham Cappi 

BBH Producer: Georgina Kent

BBH Team Director: Luke Algar

BBH Team Manager: Nicolas Jayr

BBH Strategy Director: Jonathan Bottomley and Nina Rahmatallah

BBH Strategic Business Lead: Nick Stringer

 

Production Company: Moxie Pictures

Director: Frank Todaro

Producer: Charlotte Woodhouse

DoP: Fede Alfonzo 

Post Production: Absolute

Editor/Editing House: Joe Guest at Final Cut

Sound: Aaron at Wave

Typographer: Dominic Grant at BBH

 

Exposure: UK TV and Online from 16th April