CHALLENGE

How do you keep a 90-year-old heritage brand culturally relevant and front of mind, while stealing share of voice from competitor cereals and reinforcing brand love?

SOLUTION

We tapped into a long-standing fan obsession — how do you eat your Weetabix, hot or cold? #DebateTheBix started as a social-first idea, fuelled by social listening and audience passion. The playful debate caught fire, leading to a full 360 rollout with Linda Robson backing Team Hot and Craig Revel Horwood repping Team Cold. What started on social turned into a full-blown campaign, spanning PR, on-pack and in-store — all led by our social insight, creative and talent matchmaking.