THE TIME When ‘Beans on bix’ broke the internet

Sure. Weetabix is a British icon but it just wasn’t as relevant as it should be. So we got clever and looked beyond traditional media to give it a boost.

We added broadcaster VoD, radio and social media to the mix and shared the famous ‘Beans on Bix’ tweet, which garnered a staggering 1.3 billion impressions and 6m engagements. 

According to YouGov the brand doubled its ‘talkability’. Awareness of Weetabix grew by 39%, and value sales increased by 9% vs the previous year.