We are only two months into 2021 and it seems that a few brands have already lost their minds. But in reality, the agency Frank PR was creating a viral hit and one that would go on to increase the sales of Weetabix by 15%! We are of course talking about the Twitter conversation involving Weetabix and other big brands, after the former decided to see what the limits were when it comes to combining Weetabix with other ingredients, and decided to pour Heinz baked beans on their whole-grain morning meal, causing humour and debate amongst many. 

 

 

This singular post caused a snowball effect of other famous brand’s Twitter accounts replying with their own combination of Heinz Baked Beans and their products, to humorous effect!

 

 

“The zeitgeist is, we’re six weeks in [to lockdown], people are looking for some humour, some fun, a bit of light relief, you’ve got a topic that people always talk about in food combos – and then we just introduced that ‘man bites dog’ twist, which is a very debatable food combo.” – Alex Grier, Managing Director, Frank PR

 

As well as other brands trying their hand at adding baked beans to their products, some brands just simply responded with their disgust at the idea overall, causing many famous brands who you’d never imagine speaking to each other, to do just that!

 

 

 

 

 

 

This was an organic tweet with no paid boosting, and not only did it help promote Weetabix, which was the intention, but it also helped put attention on Heinz with their baked beans. With this extra promotion, Heinz helped to get the ball rolling on responses from brands and it became a collaboration of brand giants, with each one helping each other by providing their own witty takes. Everyone wanted to be in on this marketing surprise.

 

Weetabix capitalized on this marketing boost the best way possible, by creating an in-store stall at Sainsbury’s Kiln Lane branch in Epsom ahead of Valentine’s Day, with Weetabix and Heinz Beanz showcased as the ‘Love Story of the Year’.

 

 

Check out the full Twitter thread here: https://twitter.com/weetabix/status/1359074254789165059

 

This is just the start of the great digital marketing strategies ahead for 2021 and we can’t wait to see what’s next. If you would like your brand to be the next big viral sensation, get in touch with us today or visit our social media management page to see how we can create epic content that gets your products trending! 

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