Did you know that all the wheat in Weetabix Original is grown within 50 miles of the cereal giant's mills in Burton Latimer? We knew this area (and its farmers) deserved to be celebrated and protected, so we set about launching a petition to have this radius recognised as a NEW county in its own right - Weetabixshire!

Installing 'Welcome To Weetabixshire' signs along the new 'county' lines and renaming the local primary school and cricket club in the process, the story created some delicious debate amongst locals, with many pledging their allegiance to this cereal sanctuary, while others branded it ludicrous.

The playful social scuffle reached over 26.5M people on social, before catching the eye of The Independent, ITV News, BBC Radio, Daily Star, Evening Standard and many more. Even better? We heard it being debated in local garden centres and down the pub – that’s true Talkability!

To serve up some additional engagement, we ran a competition giving those who pledge their allegiance the chance to win a free box of ‘Bix. With over 9K entries, we saw love from wannabe residents by the bowlful!