Weetabix is investing £5.5m in an ad campaign that it hopes will inspire consumers to be more adventurous at breakfast time and to promote a more interesting image for its cereal.

The Weetabix Week campaign, which breaks next Sunday (May 21), features documentary-style films showing real life groups of people experimenting with the cereal at breakfast time. Four different executions will follow a family, a group of students, a young professional couple and an older married couple over the course of a week as they experiment with using added ingredients, such as fruit, nuts and yoghurt.

A consumer web site that will encourage consumers to get creative with Weetabix will support the TV advertising, enabling them to create a personal breakfast plan based on their lifestyles. Recipe recommendations will also feature on special packs.