Mindshare 'has its Weetabix' to win brief without a pitch

WPP Media might not have had the best of starts after seeing both Mars and Coca-Cola accounts exit within weeks of launch in the US but in the UK, at least, Mindshare is showing its mettle after renewing its partnership with cereal giant Weetabix without a pitch.

The breakfast brand, which can trace its roots back to 1920s Australia, said the move – which followed an initial 18 month contract – followed a successful partnership that has exceeded planned benchmarks and has consistently generated a strong ROI.

Mindshare UK will continue to handle media for all full-funnel media channels, including TV, video on demand (VOD), radio, digital audio/display/video, social, ecommerce, SEO and media partnerships.

In addition to all masterbrand and Weetabix Original communications, Mindshare will also continue to look after the wider Weetabix Foods Company product portfolio, which includes Weetabix Minis, Alpen, Oatibix, Ready Brek, and Weetos, among others.

The remit also extends to Weetabix’s International product portfolio, with a particular focus on media presence in European and Middle Eastern markets.

Mindshare UK played a pivotal role in Weetabix’s masterbrand reset in 2024. This involved a media strategy focused on delivering ‘core’ brand messages with all-year-round presence in target media channels, which included a partnership with ITV’s The Chase.

Weetabix says the performance of the reset campaign in the past year has resulted in visible shifts in all key brand metrics, as well as showing positive trends in volume sales compared to key competitors.

Advertising for the main brand is handled by BBH; who first developed the “Have you had your Weetabix?” strapline in the 1990s. It has now become part of British popular culture, and is regularly used in reference to anyone who has achieved something great or are up against a tough challenge.

Weetabix marketing and new product development director Francesca Theokli said: “Mindshare has been instrumental in driving success for Weetabix in recent years, leveraging strategic media planning to ensure our brands deliver communication programmes that really work. We are incredibly proud of the team, this partnership and are optimistic about our future together.”

Mindshare chief executive Jem Lloyd-Williams added: “Weetabix is a true breakfast staple and a brilliant business – we’re delighted they’ve decided to keep working together. Fran and her team bring so much energy and expertise to the table, and we’re excited to help serve up the next helping of growth for their brand.”