Weetabix
PR stunt
The challenge: to create Weetabixshire
Weetabix launched a new pack that celebrates the fact that their wheat is grown within 50 miles of the factory. The packs featured a playful Bix shaped QR code which transports customers to a website to discover more about the brilliant farmers who help to put the wheat in every box of Bix.
To celebrate, the client wanted to launch a tongue in cheek campaign where we lobby to have the 50 mile radius recognised as its own county – Weetabixshire.
As a part of this, we were asked to install some ‘Welcome to Weetabixshire’ style signage at key points along the border of the 50 mile radius and set the scene for some playful video and photo content.
Key
Considerations
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Choose spots that are highly visible to ensure the signage will be seen by as many people as possible.
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Look for locations with local significance or iconic landmarks that will add charm and context to the campaign.
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Ensure the sites are accessible for both installation and future visitors who may want to photograph the signage.
LiaisING with
Local AuthoritieS
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Obtained necessary permits from local councils and landowners for installing signage.
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Involved local schools, sports groups and the community to foster a sense of ownership and excitement about the campaign.
Design and Installation
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Created eye-catching, humorous signs that clearly state “Welcome to Weetabixshire” and included playful elements related to Weetabix.
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Used weather-resistant materials to ensure the signage withstands the elements.
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Coordinated with our in-house Production Team to properly install the signage.
Content
CreatioN
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Planned for high-quality photo and video shoots to capture the signs in their best light.
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Featured local residents, MP, farmers, school pupils and landmarks to create authentic and engaging content.
The Results
Our whole approach helped ensure the campaign was both memorable and engaging, highlighting the local connection and celebrating the community’s involvement in Weetabix’s story.
