Weetabix launches campaign for new golden syrup variant

Weetabix is launching its first ad campaign for the brand's golden syrup variant next week (16 April), under the cereal's "Fuel for big days" strapline.

The campaign for Weetabix Golden Syrup, created by Bartle Bogle Hegarty, is called 'Dad's Day Out' and features a child giving his father a bowl of the golden syrup cereal, saying, "You're gonna need it," before exhausting him through a series of children's activities.

The ad is supported by digital and social media activity, and will encourage consumers to talk about the product online, by using a hashtag – #GoldenFuel – in its TV execution for the first time.

Media planning and buying has been handled by Walker Media.

The campaign builds on last year's debut work for Weetabix from BBH, a £7m ad campaign positioning the brand as the ideal cereal for facing the day ahead.

Francesca Davies, marketing manager at Weetabix, said: "We wanted to create an ad that 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."

Creative directors Dominic Goldman and David Kolbusz worked on the ad, with Kolbusz also working as a copywriter, alongside James Gillham.

Dominic Goldman and Graham Cappi art-directed, with producer Georgina Kent. The production company was Moxie Pictures.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More