Oatbix, the Weetabix-owned cereal brand, is returning to TV screens for the first time in a decade with a £2m pirate-themed marketing drive.

The humorous tribute to the most important meal of the day illustrates that you shouldn’t attempt anything, let alone buccaneering, on an empty stomach.

Gareth Turner, head of marketing at Weetabix, said: “The ‘natural and wholesome’ segment of cereals has continued to grow in the past year, so it’s been the perfect time to give some love to Oatibix. Shoppers are already loving Oatibix’s new look and crisper and lighter taste, and the new, playfully pirate-themed TV advert showcases the fun nature of Weetabix‘s oat-filled sibling.

“Alongside the refreshed pack designs and delicious new flavors, this is a major investment into the Oatibix brand, so it’s a product to look out for in 2022. As the whole Oatibix range is HFSS-compliant, we will be putting our full support behind the relaunch – raising awareness of the Oatibix brand and driving sales in the months ahead.”

Centered on the ‘Have you had yours?’ tagline, the campaign targets landlubbers via on-demand, social, digital and shopper marketing in the hope that an additional 600,000 households embrace Oatibix this year.

In recent months Oatibix has undertaken a brand refresh including green packaging and a reformulated recipe to persuade health-conscious consumers to give the brand a go.