2021’s Creative Campaigns #2 – Some Beans With Your Weetabix?

Going viral can be seen as superficial, but it’s still a big win for most brands. Getting people to talk about is one of the greatest forms of marketing, and I can think of no better recent example of this than Weetabix. Who, yesterday, broke the internet, for declaring beans aren’t *just* for toast.

Never before have I seen a tweet receive SO many branded replies, with blue light services and even the NHS jumping on the bandwagon. Who would have thought in these *uncertain times* that what unified us would be the unquestionable agreement that beans do not belong on Weetabix.

After I wrote only recently about the brilliant ‘design a ketchup bottle’ campaign by Heinz only a few weeks ago, it seems the food brands are really taking 2021 with both hands and making this year, the year to go viral. So far, the biggest and most creative stunts have been pulled by those in the food and drink industry, and as an avid critique of PR campaigns, I’m certainly looking forward to seeing what else emerges in the next few months. Brands, it’s time to up your game.

I just love this simple yet effective way of getting practically EVERYBODY talking about your brand, let me tell you why.

What Makes Beans x Weetabix So Brilliant

First off, brands that know how to generate talkability are always applauded in my eyes. Sales and marketing can only get you so far, but being ‘out-there’ enough to strike up consistent and large-scale conversations about your brand is really taking it up a notch. An example of a brand who do continue to do this well is Burger King, they consistently make headlines and reach Twitter’s top trends thanks to ongoing brave and bold PR stunts (such as the mouldy whopper or sticking (another) whopper on the side of a big red bus).

It comes as no surprise that this campaign was the brainchild of Frank, who’s tagline is ‘creating talkabilty since 2000’. They worked with Weetabix to create one tweet that, in their words, broke the internet. Though creatively brilliant, it’s also incredible simple to pull off – no massive budgets or fancy assets, just some decent photography and an outrageous idea. Goes to show that the best campaigns don’t always come with bells and whistles, nor do they cost the earth.

So far, the ‘beans with Weetabix’ debcacle has racked up tonnes of press coverage, as well as reaching #1 trending on Twitter. The cynics amongst us might say, “well is this going to sell them more Weetabix?” and to that, I’d raise the following two points:

1. PR isn’t all about selling – seriously, sometimes this feels as though it needs to be shouted from the rooftops. PR is not about selling, that’s, well… sales. PR is about building and managing brand reputation. If people are talking about your product, you’re doing a good job. And this doesn’t necessarily work in the same way a promotion might, people won’t clear the shelves of Weetabix due to one tweet, but the brand will retain and gain authority – and the more they are talked about, the more they will be in peoples minds subconsciously for a sustained period of time.
2. Actually, it *might* sell more Weetabix – I was speaking to my colleague earlier and she quite rightly said that the more people that see and think about Weetabix, the more people will probably fancy some. This is how PR works, it’s more discreet than upfront selling – which I love. You don’t have to shout “BUY OUR PRODUCT” to get people to actually go out and buy your product, just make sure it’s visible to people, and the rest will slot nicely into place.

What are your thoughts on this campaign, and more importantly – Weetabix and beans, yay or nay? Please let me know ALL of your thoughts on Twitter or in the comments below (or how about this fancy poll I just learned how to do?).

Featured image credit: Weetabix