Vita Weat: Top That

This case study for Vita Weat, the Australian cracker brand, shows how it updated its image and persuaded audiences to switch from bread and similar categories.

Vita Weat: Top That

MEC

Understanding the task

In the new food revolution one category had been left behind. Crackers. In the 1970's.

Quick think of a cracker topping.

Cottage cheese. Vegemite. Tomato with cracked pepper.

Not exactly food porn.

We'd lost faith in our food stylists so we took it to the consumer to solve.

We will use them again. Share growth hit 30.5% helping Vita Weat become the no. 2 brand in the crisp bread category up from no. 3.

Tasks & Objectives

We identified three key tasks:

  1. Get the target to reappraise the Vita Weat brand (no...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands