Aunt Bessie's 'Margaret and Mabel' by VCCP
Agency: VCCP
Rating: 5.0
Weetabix backs rebranded chocolate cereal with £1.8m campaign
By Echomo Efeyini, campaignlive.co.uk, Tuesday, 12 March 2013 09:36AM
Weetabix has launched a £1.8m TV campaign for the new chocolate variant to its range, Weetabix with Chocolate.
Weetabix: latest TV ad promotes Weetabix with Chocolate variant
The relaunch of the brand’s chocolate version aims to promote the product’s health credentials as a breakfast cereal for children, in conjunction with the 'Fuel for Big Days' brand strategy, which started in 2011.
The 60-second film, entitled "sibling rivalry", features a brother and sister competing in the morning over who will have the busiest, "biggest" day, with the winner set to eat the remaining Weetabix with Chocolate cereal.
It contrasts the activities of the brother and sister throughout the day. The girl plans to spend the day "reorganising her living space" [she is shown reorganising Barbie dolls on a shelf in her bedroom] and "pampering Hector" [the dog].
Her brother, dressed up as fictional superhero Captain Awesome, plans a contrasting day of activities, which include "uncovering enemy secrets" [he is shown laughing at his sister’s diary in her bedroom, while the girl vehemently glares in the doorway].
The main film ends with the sister declaring: "You’re right, your day is bigger than mine. But I’m bigger than you", before snatching the box of cereal.
The 30-second and 40-second edits of the commercial will run for four weeks across mass-market channels, including ITV and ITV2, Channel 4 and Sky One.
Ed Cole and Lewis Mooney were the creative team at the advertising agency Bartle Bogle Hegarty. The spot was produced by Moxie Pictures and directed by Neil Gorringe.
The campaign will receive support from the British website Mumsnet. There will also be a new Facebook application, which will allow users to put products into their online baskets with the major supermarkets.
Weetabix with Chocolate was previously known as Chocolate Weetabix.
This article was first published on campaignlive.co.uk
Additional Information
Campaign Jobs
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Digital Media Assistant The National Trust for Scotland £17,200 rising to £18,105 after a successful year's service, Edinburgh
- Online Marketing Executive Brand Recruitment £28000 per annum, Halstead
- Senior Account Manager - Top Web Design & Development Agency Adam Recruitment £35000 - £38000 per annum, City of London
Highest rated
Most viewed
Most commented
-
The console is dead: The Socialisation of Gaming
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.
