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 to make a delicious and satisfying breakfast. The spot was broadcast in three major US metros, and in the months following the run, sales of Weetabix more than doubled in these markets.
