Weetabix is launching a pounds 3.5 million ad blitz this week as
part of a relaunch that spells the end of the ’have you had yours?’
campaign, which has been running for 11 years.
The company hopes to reinvigorate the brand with new work as it fights
its corner in the highly competitive cereal market. Agency research has
shown that the brand has lost some relevance and impact among target
The campaign expresses the advantages of eating Weetabix as well as the
disadvantages of not eating the cereal using the straplines ’Withabix’
The initial burst of ads includes four executions, three ’Withabix’ and
one ’Withoutabix’. Another two will follow later in the year.
The ’Withabix’ ads show what people are capable of if they have eaten
the cereal. One is of an elderly lady slowly ascending the stairs on a
stair lift. She dismounts and then slides down the banisters. A second
shows a Japanese gymnast performing on the hoops. He manages to scratch
his itching nose while still holding on to a hoop with one hand. The
third shows a beach emptying as a tidal wave approaches, only to be
taken over by surfers.
’Withoutabix’ shows two Grand Master chess players. The defending
champion deliberates, until he asks his opponent: ’What colour am I
’Tidal wave’ was art directed by Andy Amadeo and written by Mick
It was directed by John Marles through RSA Films. ’Gymnast’ and ’stair
lift’ were art directed by Vince Squibb and written by Paul Silburn.
They were directed by Paul Gay, through Outsider. ’Chess’ was art
directed and directed by Vince Squibb and written by Paul Silburn. The
production was by the Paul Weiland Film Company and media buying was by
David Goring-Morris, general manager of Lowe Lintas & Partners UK, said:
’Weetabix has a tradition of famous advertising. This work is an
exciting approach that will make one of our best-loved brands even more