I rather like the new Weetabix ad (apparently BBH’s first work for the brand).

Not because it is hysterically funny or ground-breakingly creative, I just think the insight is spot on.

For the last couple of years I’ve always turned to a bowl of Weetabix when I’ve got a big day ahead of me or it’s going to be a very long time until lunch.  Let’s face it, you don’t choose Weetabix for the taste or texture (which for my overseas readers most closely resembles baby food when you add milk).  In fact, the last-but-one Weetabix campaign (from WCRS) pretty much focused on ways in which you could make the stuff actually taste of something.

So I think this benefits focused approach rather than ‘here’s how to make our product more interesting’ has got to be a Win – and handily it ties in rather nicely with their classic ‘have you had your Weetabix’ campaign.