Weetabix is bringing back its ‘Have You Had Your Weetabix?’ strapline with a £10m advertising campaign that aims to encourage consumers to think of the brand as the first choice for breakfast.
On air now and running throughout the year, the campaign reinforces the brand promise that “Weetabix equips you for a positive start to the day”.
Kevin Verbruggen, Head of Brand at Weetabix, commented: “Our research shows that the ‘Have You Had Your Weetabix?’ strapline is a powerful and distinctive brand asset. The meaning is widely relevant and the line is so familiar that people still use it. We will be using the timeless story of Jack and the Beanstalk and dramatising this in our campaign – with Weetabix playing a critical role in a twist in the tale!”
Meanwhile, the Weetabix packaging has a new look, with simplified designs that focus on the main brand cues. Verbruggen said this would make it quicker for shoppers to find the product in a cluttered cereal fixture.
The new packaging also features the ‘Have You Had Yours?’ strapline and highlights Weetabix’s status as the ‘Nation’s Favourite Cereal’. Following its recent win, Weetabix Protein will also include the Product of the Year logo.
“We were the only top ten cereal to have witnessed growth in 2016, driven by a healthy range, including our Protein NPD. In 2017, with a fresh take on familiar advertising, bolder packaging, exciting product innovation and stronger marketing support, we’re committed to driving further category growth”, concluded Verbruggen.
