Agency: Frank
How one tweet sparked a social media furore, 600-brand pile on, 1,000+ media mentions, TV breakfast show live trial, a House of Commons debate and Saturday night prime-time TV mention.
Weetabix recalibrated the ever-popular conversation starter – unusual food combinations – by injecting controversy and humour, suggesting Heinz Baked Beanz atop its golden biscuits was a perfect breakfast pairing.
Timed to perfection as lockdown Britain looked for a reason to laugh, the resulting storm drove a 15% spike in sales, 10-point uptick in Weetabix’s overall Attention scores and rapid accumulation of 20k+ new social fans.
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