We suggested Weetabix should be served with baked beans. Why? Because social listening revealed that 5% of Weetabix fans butter their 'bix and eat it like toast. And why should bread have all the fun?

One twitter post later and a bit of pre-planned "brand-ter" and we had a viral sensation on our hands.

The result? A 600-brand pile on, 1,000+ media mentions, TV breakfast show live trial, House of Commons debate and Saturday night primetime TV mention later. Here’s how it went.