Weetabix is getting a modern look and bringing back its famous ‘Have You Had Your Weetabix?’ strapline with a new advertising campaign that aims to encourage consumers to think of the brand as the first choice for breakfast.

Supported with a heavyweight £10 million investment and a bold new pack design the brand aims to extend its lead in the breakfast cereal category.

Live now and on air throughout the year, the campaign reinforces the brand promise that Weetabix equips you for a positive start to the day.

Kevin Verbruggen, head of brand at Weetabix, said: “Our research shows that the ‘Have You Had Your Weetabix?’ strapline is a powerful and distinctive brand asset. The meaning is widely relevant and the line is so familiar that people still use it. We will be using the timeless story of Jack and the Beanstalk and dramatising this in our campaign – with Weetabix playing a critical role in a twist in the tale!”

Meanwhile, the Weetabix packaging has a bold new look, Verbruggen adds: “We’ve simplified our pack designs to focus on the main brand cues. We’re committed to making it quicker for shoppers to find our packs and easier to navigate the cluttered cereal fixture.”

The new packaging also features the ‘Have You Had Yours?’ strapline and calls out Weetabix’s status as the ‘Nation’s Favourite Cereal’.