Weetabix has launched a £10m campaign that will run across TV, catch up, digital, radio, social and PR.

Debuting on ITV, ‘The Weetabix Discovery’, is a rallying cry to the nation and explores the ‘scientific’ correlation between Britain’s recent societal and sporting performances and Weetabix consumption rates and provides one clear solution – the nation needs to have theirs!

The campaign also includes a first-ever from the brand, bespoke digital radio advertising to different locations of Britain. Triggered by different contextual moments, such as the great British weather, they will identify where Weetabix is needed most and encourage the nation to have theirs.

Head of brand at Weetabix Food Company Lorraine Rothwell, says: “We’re extremely proud of this latest campaign, which has been many months in the making. We can’t wait for you to meet our brilliant cast of characters!

“This multi-million-pound investment in our core brand is sure to drive overall category growth as well as reminding our loyal shoppers why Weetabix is the way to get themselves ‘ahead of the day’. We are set to be the number one spender in cereal in this period. From the 2 April, the nation will be in no doubt that the best way to start their day is with the ‘Weetabix advantage’. This is just the beginning for our ‘Weetabix Discovery’ creative. Have You Had Yours?”