Lowe Howard-Spink has unveiled a quirky TV campaign to launch
Fruitibix, the first product extension from the Weetabix brand.
The campaign, backed by a pounds 1.7 million media spend, comprises two
30-second films parodying the hectic style of American TV serials.
The high-action drama is juxtaposed with the mundane settings of a
public swimming pool and a police department obsessed with road traffic
Both end on a cliffhanger with the narrator questioning whether the hero
can retrieve his Frutibix. The endline is: ’Frutibix, the all new
’Municipal pool’ opens with a coach and the hunky Troy chatting by the
side of the pool. The coach tells Troy the water temperature is ’three
degrees below recommended EEC levels’. Troy looks with anguish at a
young woman in the pool. ’Susannah - she could catch a chill,’ he
The coach holds on to the packet of Fruitibix rather than save Susannah,
so Troy dives in. As Troy emerges from the pool, carrying Susannah, the
voiceover asks: ’Can Troy save Susannah and rescue his Frutibix?’ Troy
throws the unfortunate Susannah back in the pool as he searches for his
The second ad is set in the ’cones hotline’ emergency room. A caller
announces that a cone has been squashed and the police department swings
into action. Our hero, Dempster, refuses to move until he has eaten his
Frutibix. His police chief barks at him: ’Son, that’s an order.’
Dempster sets out and his Frutibix is stolen by the chief. ’Is this the
end of the road or can Dempster hang on to his Frutibix?’ the voiceover
The ads were written by Alistair Wood and art directed by Tom Notman at
Lowes. It was directed by Geoff Posner through Academy Films.
The campaign broke nationally on Monday. Media planning and buying is
through Western International Media.