Weetabix and Zeal Team Up with Sporting Heroes to Launch "Weetabix all-stars" and Inspire the Nation

May. 30, 2025

Weetabix, the UK’s number one cereal brand, has launched ‘Weetabix all-stars’, a new campaign designed to inspire the nation to achieve its best. Created by brand activation agency ZEAL, the multichannel push sees a handpicked team of four British sporting heroes come together to show the power of a good breakfast, and a great mindset.

The campaign introduces the Weetabix all-stars: Sir Mo Farah, Dame Jessica Ennis-Hill, Ade Adepitan MBE and Leah Williamson OBE. Handpicked for their achievements and mindset, each brings a unique perspective and personal mission, sharing stories of resilience and success, both in and out of sport, to inspire others facing similar challenges. Whether it’s morning meetings or marathons, their message is clear: it all starts with what’s in your bowl.

Weetabix asked ZEAL to create an authentic new partnership, auditing a wide range of potential options and identifying one that would feel credible, deliver cultural relevance, and align with the brand’s core values. The resulting Weetabix all-stars concept reflects the brand’s ambition to inspire the nation and showcase the Weetabix Advantage: physical and emotional energy to take on the day.

Rooted in the insight that many Brits are running on empty, with consumer confidence at a low and motivation flagging, the campaign aims to connect with over 45s and inspire them to smash their goals, whether big or small.

ZEAL led the development of the new partnership, delivering the campaign strategy, creative concept, and in-store activations. PR and social are handled by Frank, with media planning and buying by Mindshare. Strategic and concept development was supported by Weetabix’ above-the-line agency BBH.

The launch is supported by a cross-platform media plan, including a Mail Metro Media partnership managed by Mindshare, retailer activations across Tesco, ASDA, Sainsbury’s, Morrisons and Waitrose, and social content on Instagram, TikTok and Facebook.

This marks the first time Weetabix has partnered with a line-up of four public figures for a single campaign, and the launch signals the start of a multi-year platform, with scope to evolve the Weetabix all-stars line-up over time to ensure ongoing cultural relevance.

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.”