Weetabix makes Britain great again

Created by BBH London, The Weetabix Discovery is a rallying cry to the nation to up its game by starting the day with the right cereal. 

The Weetabix campaign’s hero spot is set at a spoof conference where an impassioned cereal advocate reveals that by upping consumption of the popular wheety blocks various under-performers will raise their game. The country as a whole will then benefit from improved crossword scores, an increase in bodybuilders, parking excellence, fixed potholes and more. 

Wider activations in the campaign include a first-ever from the brand – bespoke digital radio advertising to various locations around Britain. Triggered by different local factors – such as the great British weather – they will identify where Weetabix is needed most and encourage those regions to have theirs.