Raye eats Weetabix off her Spotify plaque, Weetabix eats the internet

Weetabix has plastered Croydon with a golden tribute to hometown hero Raye, after the singer celebrated a billion streams of “Escapism” by eating Weetabix off her Spotify plaque and posting it to TikTok with the caption “God bless TikTok.”

Now, the cereal brand is returning the favour with an OOH campaign by BBH London.

The posters feature four vinyl records, one of them gleaming gold and labelled “Croydon’s Very Own,” alongside the iconic strapline “Have you had yours?”

Lorraine Rothwell, Head of Brand and Marketing at Weetabix, said: “When Raye turned her streaming success into a Weetabix moment, we knew we had to celebrate her in true Croydon style. She’s a cultural icon, and this playful tribute is our way of saying – she’s clearly had hers!”

Felipe Guimaraes, Executive Creative Director at BBH, said: “Weetabix at its best is a brand that exists and speaks in culture. It has a heritage of reactive work that leverages the iconic brand idea of ‘have you had yours’. This is one of those moments. With Raye doing a billion streams, she’s obviously had hers.”

Advertising agency: BBH London
CCO: Alex Grieve
ECD: Felipe Serradourada Guimaraes
Creative Director: Lawrence Bushell
Associate Creative Directors: Callum Prior, Marc Rayson
Artworker: Nigel Pullum
Retouching: Erica Coburn
Client Managing Director: James Rice
Senior Account Director: Owen Keating
Account Manager: Ellise Logan
Strategy Director: Arabella Saunders
Agency print producer: Pippa White
Media Planning/Buying: Mindshare
Weetabix Marketing Director: Fran Theokli
Weetabix Head of Brand: Lorraine Rothwell

Food & Drink OOH