Weetabix is well aware that brits have grown less fond of its products — but instead of mourning this insight, the British cereal brand made a hilarious new spot out of it.
In the one-minute commercial, a professor stands in front of a lecture hall and shares a "discovery of national importance" to his colleagues.
Based on his charts, Britain's economical, societal and sporting performance have been on a downward trajectory in recent years — and so has the country's Weetabix intake.
"These charts follow the same pattern," the man declares. "Which suggests Britain hasn't been so great of late, because it hasn't had its Weetabix."
This correlation draws mixed reactions among the crowd, some of which were alarmed at the statistics. Meanwhile, others weren't all that surprised.
"Makes sense, I've been eating croissants," someone from the audience admits.
A bix-based discovery of national importance.#HaveYouHadYourspic.twitter.com/Rg7xHdvZdh
— Weetabix (@weetabix) April 3, 2024
The professor then emphasizes to his audience the need to rebuild Britain "Bix by Bix," providing additional data that suggests where Weetabix eating increases — among crossword-puzzle guessers and bodybuilders.
"We should deliver Weetabix to where it's needed most, to whoever's in charge of fixing potholes, VAR and drivers who park like this," he says, showing a video clip of a driver taking up two parking spaces.
The inspired crowd begins to cheer on the professor, now motivated than ever to "save Britain."
"To Britain, we must say: 'Have you had your Weetabix?'" the professor proclaims as the spot ends.
Weetabix and Self-Aware Comedy
Made together with creative agency BBH, Weetabix's latest efforts directs its brand of dry humor toward its declining customer base.
"Whilst working on this new campaign, we uncovered a discovery of national importance. So it’s only right that we share this with the nation immediately," BBH creative directors Christine Turner and Kevin Masters shared.
"The performance of our once great island depends on the country having their Weetabix again. It’s rare in our careers that we get to work on a campaign that will have such significant national importance.”
Meanwhile, Weetabix Head of Brand Lorraine Rothwell expressed optimism with the campaign's ability to bring back the glory of the brand in the UK.
"This multi-million-pound investment in our core brand is sure to drive overall category growth as well as reminding our loyal shoppers why Weetabix is the way to get themselves 'ahead of the day.' We are set to be the number one spender in cereal in this period."
Editing by Katherine 'Makkie' Maclang