Agencies line up for Weetabix media task

Weetabix has called a pitch for its media planning and buying business, putting the incumbent, Blue 449, on alert.

Weetabix: Blue 449 on alert
Weetabix: Blue 449 on alert

Oystercatchers is working with Weetabix on the process.

Blue 449, formerly Walker Media, won the then £9 million media account in 2005. The Allmond Partnership was the incumbent, having picked up the business from PHD two years earlier.

Weetabix appointed Bartle Bogle Hegarty to its £12 million advertising account in 2011 after a final shoot-out against Rainey Kelly Campbell Roalfe/Y&R and the then incumbent, WCRS.

Weetabix launched a £5.5 million campaign in January featuring "Weetabuddies" characters having bizarre conversations with each other in a bowl. The TV ad was supported by on-pack, in-store and online activity.

Blue 449 rebranded from Walker Media last month and will be the UK base for a new global media network from Publicis Groupe.