Weetabix’s head of marketing on ‘that’ Heinz tweet and how being brave broke the internet

On 9 February 2021, Weetabix put Heinz Baked Beans on top of its cereal and ‘broke’ the internet. One standalone tweet from the cereal brand received 1.3 billion views and around 1,200 media mentions.

The stunt caused pandemonium online, with big name brands like Superdrug, Papa Johns and even the NHS jumping in to ride the wave and give their take on the unique food pairing. The tweet even prompted a debate in the House of Commons.

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