Weetabix has never struggled for brand recognition, but its latest out of home campaign proves that even the most established British brands can continue to feel current when they tap into real life with confidence. Rolling out across London and major rail locations this spring, the campaign refreshes the iconic “Have You Had Yours?” line by placing it squarely into the language of modern communication.
Rather than reinventing the brand, Weetabix has chosen to reinterpret it, using the everyday awkwardness of text conversations as a creative device that commuters instantly recognise.
Turning Text Message Anxiety into Creative Gold
At the heart of the campaign is a simple but effective insight. Everyone knows the feeling of staring at a message and not knowing how to respond. The ads recreate familiar digital conversations, from accidental reply all emails to adult children asking to move back home, or the dreaded discovery of a bus replacement service.
Instead of a written reply, the response appears as three Weetabix. Visually, they sit in place of an ellipsis, suggesting a pause, a breath, and a moment of preparation. The message is subtle but clear. Some situations need more than a quick fix. They need a proper breakfast.
By leaning into these recognisable moments, the campaign positions Weetabix as quiet fuel for whatever the day throws at you, without ever needing to spell it out.
Why London Underground Is Central to the Idea
The campaign has been carefully placed where these moments actually happen. Posters appear across 150 London Underground stations, with digital executions running during peak commuter hours on escalator panels at Tottenham Court Road, Victoria and Bank. Additional placements on digital runways at stations such as Farringdon and Canary Wharf extend reach into key business and commuter hubs, alongside activity across wider rail networks.
This context matters. Waiting on platforms, standing on escalators, or processing unexpected travel disruption is exactly when these scenarios feel most real. The environment reinforces the idea without needing explanation, making Underground advertising a natural home for the creative.
A Brand That Knows How to Play in Culture
Alongside the commuter focused activity, Weetabix has also leaned into cultural relevance through reactive outdoor work. Following singer songwriter Raye celebrating one billion streams of her single by eating Weetabix from her commemorative plaque, the brand responded with a playful tribute in Croydon, her hometown.
Large format posters appeared featuring a stack of vinyl records, one of which was gold and labelled “Croydon’s Very Own,” paired once again with the familiar question: “Have you had yours?” It was timely, local, and unmistakably Weetabix.
This ability to move between structured national campaigns and fast cultural moments is part of what keeps the brand feeling alive rather than nostalgic.
Consistency Without Stagnation
What makes this campaign particularly effective is its restraint. The Weetabix idea remains unchanged. Breakfast prepares you for the day. What has evolved is how that idea is expressed. Text message formats, ellipses, commuter stress, and cultural nods bring the brand into the present without losing its identity.
Out of home plays a crucial role here. These executions rely on scale, repetition and context. They do not ask for clicks or attention in isolation. They exist alongside people’s daily routines, which is exactly where Weetabix wants to sit.
Why This Campaign Works
This latest rollout shows how heritage brands can modernise without chasing trends. By understanding how people communicate, commute and consume culture, Weetabix has created OOH advertising that feels human, familiar and quietly confident.
It is not shouting for attention. It is simply there, asking the same question it always has, just in a language today’s audience immediately understands.