Breaking Down Weetabix’s “Make Britain Great Again” Campaign: Lessons for Marketing Professionals

Weetabix’s £10 million advertising campaign, officially titled The Weetabix Discovery, has emerged as a prime example of how brands can connect with their audiences by blending humour, cultural relevance, and strategic marketing. Developed by BBH, the campaign playfully suggests that Britain’s recent challenge, be it falling crossword scores or declining driving test pass rates, could be attributed to a nationwide decline in Weetabix consumption. By positioning their product as a solution to the country’s perceived struggles, Weetabix cleverly taps into nostalgia with the rallying cry to "Make Britain Great Again".

This campaign provides key lessons for marketers, particularly in its effective use of both the marketing mix and communication mix.

The Marketing Mix (4 Ps)

1. Product: The campaign reinforces Weetabix’s identity as a household staple synonymous with energy, productivity, and a strong start to the day. By linking the product with the concept of improving national performance, it elevates Weetabix from a simple breakfast choice to a metaphor for strength, resilience, and progress. This dual focus on emotional and functional benefits ensures it resonates with a broad audience.
2. Price: While the campaign does not introduce any specific pricing changes, the substantial £10 million investment highlights the brand’s confidence in its value proposition. The humour and relatability of the campaign add to the perceived value of Weetabix, reinforcing its status as a worthwhile everyday purchase.
3. Place: With its wide availability in major supermarkets and online retailers, Weetabix ensures consumers can easily access the product. The campaign’s national reach complements this, ensuring the product stays top-of-mind wherever it is stocked.
4. Promotion: A comprehensive multi-channel promotional strategy underpins the campaign, spanning television, social media, digital platforms, radio, and public relations. This integrated approach ensures the campaign’s message reaches diverse demographics and maximises engagement.

The Communication Mix

The Weetabix Discovery campaign stands out for its skilful use of the communication mix, which integrates traditional and digital approaches to connect with audiences effectively:

1. Advertising: At the heart of the campaign is a humorous television advert styled as a mock scientific briefing. It playfully explores the idea that a decline in Weetabix consumption is linked to Britain’s struggles, such as falling crossword performance and driving test pass rates. The quirky and memorable narrative captures attention while maintaining the brand’s playful tone.
2. Public Relations: The campaign generated widespread media coverage, sparking conversations about its creativity and humour. This visibility amplifies the brand’s message and reinforces its position as a household name.
3. Digital Marketing: Bespoke content for platforms such as Instagram, YouTube, and other digital spaces tailored the campaign’s humour for a modern audience. These videos contextualised the central narrative, making it relatable and engaging.
4. Direct Marketing: The campaign employed customised radio advertisements targeting specific locations across the UK. These ads incorporated contextual elements such as weather and local trends to create a more personalised and impactful experience.
5. Social Media: A witty and consistent presence on social media platforms extended the campaign’s reach. Humorous memes, creative posts, and shareable content invited organic engagement and further amplified its message.

Case Study Insights

Cultural Relevance and Humour:

Weetabix has a strong track record of culturally relevant campaigns. Its 2021 viral tweet featuring Weetabix topped with baked beans is a classic example, gaining over 36,000 likes and significant media coverage. This humorous and unexpected post demonstrated the power of creating shareable, conversation-starting content that resonates with audiences.

Precision Marketing Success:

Weetabix’s previous digital marketing campaigns have highlighted the potential of bespoke advertising. For example, a collaboration with Criteo placed virtual ads in online supermarket aisles. A £17,000 investment in one campaign generated an incremental profit of £64,000, underscoring the value of targeted advertising. This precision marketing approach is also evident in the Make Britain Great Again campaign through location-specific radio ads, which added a personal touch to the messaging.

Market Context:

Weetabix holds a leading position in the UK cereal market, with a 2023 market share exceeding 9%, according to Kantar. Campaigns like The Weetabix Discovery strengthen this position by maintaining relevance and deepening the brand’s connection with consumers.

Key Lessons for Marketers

1. Humour as a Connection Tool: Weetabix’s humorous approach humanises the brand, making it relatable and memorable. By playfully addressing the nation’s struggles, the campaign taps into shared experiences without becoming overly political.
2. Integrated Marketing Drives Impact: The campaign’s combination of traditional media, digital platforms, and social channels demonstrates the power of integrated marketing in reaching diverse audiences.
3. Cultural Relevance Matters: Aligning campaigns with national sentiment or cultural moments strengthens emotional connections. Weetabix’s focus on British pride ties the product to a sense of collective identity.
4. Personalisation Enhances Engagement: Location-specific and context-sensitive ads, such as those tailored by geography or weather, foster a stronger sense of connection and increase consumer engagement.

Conclusion

Weetabix’s Make Britain Great Again campaign exemplifies how brands can combine humour, cultural relevance, and multi-channel strategies to create a campaign that not only entertains but drives results. By linking its product to the idea of national improvement, Weetabix cleverly reinforces its role as an essential part of daily life.

For marketers, this campaign is a powerful reminder of the impact of creative storytelling, integrated strategies, and a deep understanding of audience sentiment. It shows that with the right mix of humour, relatability, and precision, even a simple product like cereal can become a cultural icon.

Weetabix has once again demonstrated that great marketing is not just about selling a product, but about creating a meaningful connection with consumers—and perhaps even helping to “make Britain great again.”