Social media: a powerful tool that will connect you to your audience and help spread the word about what your brand has to offer. It is of course another platform that can encourage sales but a recent campaign had us thinking about how social media does not necessarily need to lead to an increased ROI.
Have you ever thought about putting baked beans on your Weetabix? I’m guessing your answer is no. Well, it turns out that Weetabix have thought about it, to the point that they got tins of Heinz Baked Beans and delicately placed them on top of the nation’s favourite breakfast cereal.
— Weetabix (@weetabix) February 9, 2021
On the morning of 9th February 2021, the Twittersphere went into meltdown with calls from Twitter users for Weetabix to delete its account. It’s safe to say people were disgusted. But it’s the disgust that carried this campaign to the point that the tweet became viral. Weetabix’s tweet currently stands at 36K retweets, 65.6K quote tweets and 124.2K likes. It’s certainly not a brand partnership that people would be expecting but that’s what makes the campaign so successful. Pairing two foods broke the internet and catapulted the Weetabix and Heinz brands straight onto headlines. The tweet was covered by media titles including, Sky News, Telegraph, Manchester Evening News and Daily Mail.
Piers Morgan even tried it on Good Morning Britain, adding to the conversation on social media and giving the campaign an even bigger boost to those who don’t have an online presence. The campaign was given an opportunity to get another bite of the cherry, as Piers sampling the new delicacy made headlines and gave Weetabix and Heinz even more press coverage.
It wasn’t just the general public that made their opinions known on Twitter, other UK brands joined the conversation too, making for a hilarious Twitter thread.
Us: Pineapple on pizza is the most controversial food ever.
Weetabix: Hold my spoon.
— Domino's Pizza UK (@Dominos_UK) February 9, 2021
Trust us, this is not a Match
— Tinder UK (@TinderUk) February 9, 2021
Other brands were even trying their own disturbing Weetabix combinations…
From the brand that brought you beans on pizza… yes it’s garlic sauce. pic.twitter.com/dxnE1dJvob
— Papa John's UK (@PapaJohnsUK) February 9, 2021
Innocent Drinks are well known for running outrageous campaigns and causing a stir on social media. At the end of 2020, Twitter descended into chaos as they claimed they had teamed up with Heinz for a ‘Beanz Machine’ breakfast smoothie.
BREAKING BREAKFAST NEWS
57 problems but breakfast ain't one. We've teamed up with @HeinzUK to make some new smoothies that are perfect for the mornings.
Say hello to our new breakfast super smoothiez. pic.twitter.com/sLYqZhhNMa
— innocent drinks (@innocent) October 9, 2020
So, it was all too funny when one Twitter user replied to the thread saying, “@innocent levels of chaos on the Weetabix page today.”
What followed was yet another strange brand collaboration, Weetabix took it even further…
— Weetabix (@weetabix) February 9, 2021
The campaign worked so well because the country is living through lockdown 3.0 and everyone is in serious need for something to laugh at. Plus, food combos are always a popular topic of conversation, Weetabix created a large-scale conversation that lasted for days. The campaign brought everyone together, even if it was to share their disgust with Weetabix.
It’s evident from these types of campaigns that social media is not all about pushing sales messages and products. It’s all about brand-building and gaining interest from the target audience. A brand won’t go viral by simply tweeting about what they have to offer. As the other brands started to respond to the Weetabix tweet, they were opening up a conversation for their own followers. This was purely organic social media content and Weetabix only needed to spend money on Heinz Baked Beans.
You can almost guarantee that people had Weetabix on the brain for the rest of the day and added it to their shopping list for the next food shop!