The UK’s number one breakfast cereal, Weetabix[1], is back on TV screens in the new year with a light-hearted campaign to encourage Brits to start the day right by trying out even more new ways of eating their beloved Weetabix.

The £1.5million campaign will run across TV, Video on Demand, online and social media platforms through January and February, supported by online and in-store shopper marketing to ensure Weetabix stays top of mind for the health-seeking, adventurous consumer keen to experiment in the new year.

Featuring the campaign line: “New Year, New you-a-bix,” the creative playfully references topical, on-trend subjects such as ‘plant-based eating’, ‘remote working’ and ‘self-driving cars’ to engage and inspire a variety of ways to eat Weetabix and encourage shoppers to choose healthy cereals for 2022.

Gareth Turner, Head of Marketing, at Weetabix Food Company, comments: “Already present in over 6.5million households[2], the new TV ad and in-store campaign sees us kick start another big year for Weetabix. It builds on our ongoing commitment to driving category sales and supporting healthy choices at such a key time of the year.

“Once again Weetabix is investing significantly during January and February, and we expect the campaign to help us fill more bowls than ever before. ’New Year, New you-a-bix’ takes a light-hearted look at some of our new year resolutions and aims to inspire the nation to start 2022 (and the day) in the best possible way.

“It’s going to be a year of change given HFSS, which will affect the way some cereals can be supported in-store and through advertising. As the entire Weetabix-branded range is already HFSS compliant, with no need to reformulate, we are in a position where we can continue to confidently invest in our brands throughout 2022 and beyond.”


[1] Kantar, 52 we 31.10.21

[2] Kantar, 52 we 31.10.21

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