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Weetabix has launched a campaign that introduces its Weetabuddies characters. Bartle Bogle Hegarty created the activity, which is aimed at children and shows Weetabix blocks – complete with features made of fruit – having bizarre conversations with each other in a bowl. In addition to the TV spots, the work includes on-pack, in-store and online executions. Weetabix is spending £5.5 million on the campaign.