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.
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 to sort the wheat from the chaff...
Significant national and regional print, online and broadcast coverage, and a flow from PR idea to make a provenance point to image integration across 17m Weetabix packs.