Weetabix’s “The Weetabix discovery”

Welcome to the AdMiration newsletter! Each week we analyze new and noteworthy ads from brands around the world to give you our 3-2-1 snapshot of the ad (3 facts, 2 learnings and 1 reflection).

This week’s ad: “The Weetabix discovery”???

The ad opens to an academic addressing UK leaders with a tone of urgency to share “a discovery of national importance.” Using charts, he brings to light that Britain’s economical, societal and sporting performance has dropped over the years; and at the same time, the country hasn’t been eating enough Weetabix. As he points out, the trends in the charts follow the same pattern, causing the leaders to gasp in disbelief.?

He makes it clear that the reason why Britain hasn’t been “so great of late” is because it hasn’t been eating its Weetabix, to which one of the leaders responds with, “Makes sense… I’ve been eating croissants.” Enthusiastically, the academic urges the leaders to rebuild Britain “bix by bix,” adding that previous data shows that areas where Weetabix eating increases, crossword guesses and bodybuilders per kilometer sharply improve — suggesting Weetabix improves intelligence and strength.?

He encourages the delivery of Weetabix to where it’s needed most, like to the people in charge of fixing potholes, VAR and drivers who don’t respect parking spaces. As the leaders start to get on board, he finishes with a rallying cry saying “To Britain we must say, ‘have you had your Weetabix?’” while raising a box of Weetabix. The leaders all rise and cheer and the ad concludes with a box of Weetabix on a yellow background and the tagline “Have you had yours?”

Interested in a behind the scenes look at this how this ad was made? We've got the story in our next newsletter .

3 facts

• The ad scores in the top 10% of all UK ads in potential to drive both immediate and long-term sales as well as build brand equity.

• People found it highly distinctive and easily recognized it was an ad for Weetabix given the strong presence of both audio and visual brand cues.?

• The storytelling is excellent, posing a nation-wide problem and offering a solution in a humorous and relatable way that puts the brand at the forefront.

2 learnings

• Self-aware humor can be highly impactful in captivating an audience, driving an emotional response and making a brand more relatable.?
• Stories that position your brand as the “problem solver” can be extremely effective in communicating product benefits and driving sales.

1 reflection

How well do you understand your consumer beyond how they interact with your brand??

Understanding your consumers’ world beyond that can be pivotal in shaping your communications strategy and helping your brand feel more relatable where appropriate.

For more data & analysis

How do you best consume information??

• Reading: Go to the Zappi blog for a more detailed look at this ad’s performance — including a look into what different age groups liked best about the ad.?

• Watching/listening: Check out our video below where I walk through the data within the Zappi platform with Isabella Franzini Monteiro , Zappi’s insights manager.

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Until next week,

Kim Malcolm