Cereal brand Weetabix has unveiled a new campaign starring British sporting legends Sir Mo Farah, Dame Jessica Ennis-Hill, Ade Adepitan MBE and Leah Williamson OBE.
As part of the ads, the stars share personal stories of their successes in and out of sports, to inspire others facing similar challenges.
Crafted by creative agency Zeal, the marketing drive aims to connect with over 45s.
Lorraine Rothwell, head of brand at Weetabix, said: “Our brand vision for 2025 is all about championing ‘The Weetabix Advantage’: helping to set the nation up for success every day.”
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“We wanted an authentic partnership that could bring this to life in a credible and inspiring way, and health and fitness felt like a natural space for us to explore. Through the Weetabix all-stars, we’re proud to be working with four sporting legends, who not only reflect our values but can also help us connect with consumers in a powerful and relevant way,” she added.
It will be supported by a Mail Metro Partnership and activations across Tesco, Asda, Sainsbury’s and Waitrose. Social content will run across Instagram, TikTok and Facebook.
Mindshare handled media planning and buying. PR and social were managed Frank.
Stewart Hilton, co-founder and joint CEO at Zeal, added: “We’re thrilled to have brought this new partnership to life. Finding the right talent mix to represent the Weetabix brand, and resonate with people across the UK, was a real challenge, but a rewarding one.
“This is an engaging creative platform that allows us to link the brand to everyday wins in a way that’s both motivating and built to last.”
