Weetabix uses arm wrestling to promote added-protein cereal

Weetabix, the cereal brand, is focusing on the strength its new product, with added protein, can give people.

Weetabix: its latest ad features arm wrestling
Weetabix: its latest ad features arm wrestling

The ad for Weetabix Protein by Bartle Bogle Hegarty shows a young boy in an arm wrestle with his father across the breakfast table.

As the camera turns to each of them they are still holding the arm wrestle as they get older.

It will air across ITV and Channel 4 for eight weeks from today. Vizeum handled the media planning and buying.

Two biscuits of Weetabix Protein contain 7.6 grams of protein. Weetabix claims that a serving of the cereal with milk has 12 grams of protein. The original Weetabix has 4.5 grams in a serving of two biscuits.

However, Weetabix Protein also includes wheat gluten, rice flour, wheatstarch, wheat germ and cocoa powder as well as the usual ingredients of vitamins, wholegrain wheat, salt, sugar and malted barley extract.

Caroline La Niece, the Weetabix brand manager, said: "New and popular trends are driving the cereal category into fresh avenues and protein is just one of the trends that Weetabix have launched in to.

"The advertising campaign is just another part of our commitment to the new product and a way of telling consumers we've made it simpler to get a high protein, tasty and nutritious breakfast that helps keep them powered throughout the morning."

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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