Designed for breakfast, enjoyed at any time: How Weetabix innovated to reach new audiences and grow

Oystercatchers at the Festival of Marketing

Like Comment

For the last nine decades Weetabix has been nourishing the nation with a growing portfolio of brands. Today, it is the UK’s number one selling, most trusted and most recommended cereal, innovating to meet customer needs with some of the most memorable campaigns in history.

Iconic work has powered brand growth, embracing trends quickly and often. From tapping into the meme culture to reach a bored population during lockdown, to rallying the nation for a better 2021 in a major new campaign, BBH and Weetabix have collaborated since 2011 to build this great British brand. The ground-breaking work has promoted a braver culture in the marketing department.

Suki Thompson, Oystercatchers Chair, will be in conversation with Gareth Turner, Head of Brand for Weetabix; and Emily Rule, Strategy Director for BBH London, to uncover how the partnership has transformed communication to reach different audiences, with different consumption needs, while keeping true to the brand’s authenticity.

This session will take place on Wednesday 9 June at 16:00-16:30 as part of Festival of Marketing's Fast Forward. We will also be featuring on the same day at 17:30-19:30 with our invitation-only Oystercatchers Club evening which will focus on 'Sustainability – growth driver or simply spin?'

More about the panellists

Gareth Turner, Head of Brand for Weetabix

Gareth has had the pleasure of leading the marketing for household name brands like John Smith’s, Bulmers, Lurpak, Arla and now Weetabix, where he has been Head of Brand since June 2019.  He’s passionate about working in brand led organisations with a long term, strategic approach to brand building, mixed with a good dash of bravery.

Career highlights so far include buying a racehorse for John Smith’s, new product launches like the Bulmers fruit cider range, the Lurpak Cook’s Range and most recently “Beanz on Bix” in February 2021.  Right now, Gareth is excited about the innovation pipeline at Weetabix along with the opportunities that their partnership with the FA has unlocked.

Gareth sees himself as the latest custodian of a decade long partnership between BBH and Weetabix that continues to generate brilliantly brave work.

 Emily Rule, Strategy Director for BBH London

Emily is a planning director at BBH London. She currently works across Weetabix, Mentos, trivago and Audi. Prior to BBH, Emily worked at Mullen Lowe Cape Town where she headed up the strategy department and won an effectiveness grand prix for her work on the Organ Donor Foundation of South Africa. More recently Emily has worked at mcgarrybowen and EP+Co in New York. 

Emily is passionate about the power of creativity and believes that strategic imagination is the ultimate tool to unlock brilliant advertising. She strives to help her clients put conventions aside, view data as a starting point, and leave room for creative teams to rethink what is possible for the brands they take care of. 

Working with Weetabix has been an absolute highlight for her. Together, the team has been courageous enough to take calculated leaps of faith and plunge into unchartered territory in order to get more attention, increase their penetration, and elevate above the chaos of the ever-more-competitive breakfast cereal marketplace.


Oystercatchers accelerate commercial growth & ROI for all our clients through world class marketing transformation, leading- edge agency models and selection of world-class agency partners.