Although Weetabix cereal is a breakfast staple in England, Americans were largely unfamiliar with it when it was introduced into the US market. Research showed that Americans didn't think it had much of a taste, so the the approach we took was selling its versatility – the fact that you could customize it with your favorite ingredients. The spot was broadcast in three major US metros, and in the months following the run, sales of Weetabix more than doubled in those markets.
