The consultancy began working on the project in December last year, having worked with Weetabix as its sole packaging agency for about four or five years.
The Fuel Britannia logo is a subversion of the British anthem Rule Britannia, and aims to highlight Weetabix’s slow-release energy.
Jo Chekroun, strategic account director at Springetts, says ‘The brief was about how to communicate the festiveness lying ahead for 2012 in an ownable way. We wanted to have a Weetabix take on it – not just to strap a Union Jack on it, which a lot of brands have done, as that’s too generic.’
The packaging uses a bunting graphic designed to run from one pack to the next when displayed on-shelf. This aims to highlight the celebratory feel of the year’s events.
Andy Black, managing director of Springetts, adds, ‘The market is awash with brands lazily hijacking the Union Jack with no unique brand connection other than Britishness.
‘We wanted to create more of a brand-centric connection for Weetabix. We built on the brand’s promise of “fuel your day” and changed the logo to “Fuel Britannia”.’
The bunting graphic will also feature on the Weetabix Chocolate and Weetabix Minis packs; and The Royal Warrant from the Queen has been reintroduced on-pack for the big biscuit variant.
The limited edition Fuel Britannia range will run until July this year.