Weetabix has launched a new campaign, ‘Weetabix all-stars’, aimed at motivating the nation to start their day right- with a good breakfast and a positive mindset.

Created by brand activation agency ZEAL, the campaign brings together four of Britain’s top athletes to highlight the link between nutrition and everyday success.

The Weetabix all-stars team includes Sir Mo Farah, Dame Jessica Ennis-Hill, Ade Adepitan MBE, and Leah Williamson OBE. Each was chosen for their achievements and resilience, both in sport and life, to inspire people facing their own challenges. Their message is clear: “it all starts with what’s in your bowl.”

Weetabix tasked ZEAL with building a campaign that felt authentic and aligned with the brand’s values. After reviewing a range of ideas, ZEAL developed the all-stars concept to show what Weetabix calls “The Weetabix Advantage”- the physical and emotional energy to take on the day.

The campaign is focused on reconnecting with over-45s, especially at a time when confidence and motivation are low across the UK. It aims to encourage people to reach their goals, whether big or small.

The launch includes a wide media rollout, with in-store promotions at Tesco, ASDA, Sainsbury’s, Morrisons, and Waitrose, as well as content across Instagram, TikTok, and Facebook.

PR is handled by Frank, media by Mindshare, and strategic support from BBH.

Lorraine Rothwell, Head of Brand at Weetabix, said: “Our brand vision for 2025 is all about championing ‘The Weetabix Advantage’: helping to set the nation up for success every day. We wanted an authentic partnership that could bring this to life in a credible and inspiring way, and health and fitness felt like a natural space for us to explore. Through the Weetabix all-stars, we’re proud to be working with four sporting legends, who not only reflect our values but can also help us connect with consumers in a powerful and relevant way.”

Stewart Hilton, Co-Founder & Joint CEO at ZEAL, added: “We’re thrilled to have brought this new partnership to life. Finding the right talent mix to represent the Weetabix brand, and resonate with people across the UK, was a real challenge, but a rewarding one. This is an engaging creative platform that allows us to link the brand to everyday wins in a way that’s both motivating and built to last.”