Weetabix Food Company is seeking to boost the appeal of both the Weetabix and Alpen brands with a younger market by appointing a new digital agency to handle their social media activity.
Uncovered has been handed the double brief following a competitive pitch process managed by AAR and will work across organic and paid social, with a remit to make both brands more “culturally relevant and commercially impactful”. The agency takes over from Frank, which has handled the business for over a decade.
Weetabix said Uncovered was selected due to its social expertise, track record for delivering quantifiable business impact, and creative approach to building brand relevance through culture.
The agency demonstrated how it would refresh and evolve the long-running Weetabix “Have you had yours?” platform for social, helping the brand drive talkability and cultural relevance with “modern audiences”.
For Alpen, Uncovered showed how it would amplify the brand’s new platform, “The grown-up thing to do”, and its brand character Ralph, by building deeper meaning and stronger audience engagement through social.
The partnership marks a new phase of social transformation across both brands, with Uncovered responsible for helping Weetabix and Alpen show up more consistently, creatively and effectively across platforms and in culture.
Mother handles the advertising for both Weetabix and Alpen, while Mindshare runs the media business.
Weetabix chief marketing officer Francesca Theokli said: “We’re excited to partner with the Uncovered team to take our social media to the next level. Their passion, expertise and confidence stood out throughout the process. This feels like a highly exciting partnership.
“Frank were a core part of the Weetabix family for more than decade. Delivering campaigns that fuelled growth, from Beans on Bix to getting the nation talking with the great ‘hot vs cold’ and ‘milk‑first’ debates. It’s been an unforgettable ride. We’re proud of everything we’ve created together and deeply grateful for the amazing people who made it all happen.”
Uncovered chief executive and founder Chris Cookson added: “Winning Weetabix is a huge moment for us. It’s one of the UK’s most loved brands, with an incredible heritage and a level of cultural relevance few businesses achieve. From our earliest conversations, it was clear there’s real ambition within the team to continue evolving the brand in bold and meaningful ways.
“We’re incredibly proud to have been chosen and excited to bring together strategy, creativity and modern consumer thinking to help shape what’s next for both Weetabix and Alpen. We can’t wait to get started.”
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