A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Analysis established that the line, ‘Have you had your Weetabix?’, was the most powerful idea in the cereal category. But Weetabix, which was declining along with its market, hadn’t used this line in years. Bringing it back in TV ads for children and adults, along with a packaging change, aimed to increase penetration and purchase frequency by making the brand more ‘available’ in shoppers’ minds. Neuro testing showed the line was key to the ads’ emotional impact. Econometrics quantified that Weetabix’ marketing delivered £4.5m extra revenue in 2017 and its ROI tripled. The brand returned to growth, surpassing £150m of sales for the first time.