The story and task
The need to tell a provenance story, supported by the fact that Weetabix ‘wheat’ is grown in the UK within 50 miles of the factory - matched with a desire to entertain the family Weetabix consumers.
A partnership with the Weetabix farmers and the NFU, challenging them to get creative and celebrate their partnership with one of the UK’s favourite brands: ‘Wheat Art’. A campaign that saw the farmers build giant structures in their fields using the wheat they grow and branding them with Weetabix took off big time...
Visual stand out, the 'ooh factor' and family friendly imagery.
Significant national and regional print, online and broadcast coverage, and a flow from PR idea to make a provenance point ,to winning image integration across 17m Weetabix packs and a conversation point at the breakfast table.