Weetabix aims to increase children's fruit intake at breakfast time with a campaign turns its iconic oval-shaped cereal into characters called "Weetabuddies," by adding different pieces of fruit and toppings.

The five million pound New Year's push, by BBH London, includes these cute animated TV spots that see the Weetabuddy "characters" having conversations: in this one, they're discussing "Dry January" (a hot topic in the U.K. at the moment, as various charities are urging people to give up alcohol for the whole month -- only in this case, the "Weetabuddy" is lacking milk.) Another ad sees two Weetabuddies making an awkward go of the new year.

Kids can also share their own "Weetabuddy" creations at a microsite, with daily prizes of a Weetabuddy "creator kit" for the best picture.