Breakfast cereal Weetabix is investing £10 million into a new landmark campaign which links a fall in consumption levels with a recent drop in the nation’s excellence.

Billed as a “rallying cry to the nation”, the ad explores the ‘scientific’ correlation between Britain’s recent poor performance and falling rates of Weetabix consumption.

Created by BBH, the tongue-in-cheek campaign shows a scientist revealing an ‘amazing discovery of national importance’.

“In recent times, Britain’s economical, societal and sporting performance has dropped,” he says, before going on to point out that, at the same time, “the country hasn’t been eating enough Weetabix”.

The campaign, which will secure the brand’s space as the number one spender in cereal for the period, will run across TV, catch-up, digital, social and PR.

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It will also include localised bespoke digital radio advertising for the first time – inspired by weather and other contextual moments, the spots will identify where Weetabix is needed most and encourage those areas to tuck in.

“We’re extremely proud of this latest campaign, which has been many months in the making,” said head of brand Lorraine Rothwell.

“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’.”

BBH creative directors Christine Turner and Kevin Masters added: “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.”

The move comes after a previous stunt from the staple cereal brand which called for the creation of ‘Weetabixshire”.