London, 25th July 2025 – Mindshare UK, part of WPP Media, today announced the renewal of its media agency partnership with Weetabix. The breakfast cereal brand renewed its initial 18 month contract without a pitch, following a successful partnership that has exceeded planned benchmarks and has consistently generated a strong ROI.
Mindshare UK will continue to handle media for all full-funnel media channels, including TV, video on demand (VOD), radio, digital audio/display/video, social, ecommerce, SEO and media partnerships.
In addition to all Masterbrand and Weetabix Original communications, Mindshare will also continue to look after the wider Weetabix Foods Company product portfolio, which includes Weetabix Minis, Alpen, Oatibix, Ready Brek, and Weetos, among others. The remit also extends to Weetabix’s International product portfolio, with a particular focus on media presence in European and Middle Eastern markets.
Mindshare UK played a pivotal role in Weetabix’s masterbrand reset in 2024. This involved a media strategy focused on delivering ‘core’ brand messages with all-year-round presence in target media channels, which included a partnership with ITV’s The Chase. The performance of the reset campaign in the last year resulted in visible shifts in all key brand metrics, as well as showing positive trends in volume sales compared to key competitors.
Francesca Theokli, Marketing and New Product Development Director at Weetabix, said: “Mindshare has been instrumental in driving success for Weetabix in recent years, leveraging strategic media planning to ensure our brands deliver communication programmes that really work. We are incredibly proud of the team, this partnership and are optimistic about our future together.”
Jem Lloyd-Williams, CEO at Mindshare said: “Weetabix is a true breakfast staple and a brilliant business – we’re delighted they’ve decided to keep working together. Fran and her team bring so much energy and expertise to the table, and we’re excited to help serve up the next helping of growth for their brand.”
Róisín Phelan, Client Director at Mindshare UK, added: “We’ve enjoyed every moment of helping Weetabix shape and shift brand perceptions, from standout collaborations with ITV to the latest OOH campaign ‘Ellipsis’. We’re looking forward to building on this success in the next phase of our partnership.”
