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Weetabix has launched an ad campaign through DDB London to promote its entire product range together for the first time. The £10m TV, press and outdoor drive highlights the heritage of the brands -- Weetabix, Weetos, Alpen and Ready Brek -- as well as the health benefits of their wholegrain ingredients. TV ads use the strapline "What are you made of?" and feature a scarecrow that has lost the ability to scare crows.