Weetabix - The Weetabix Week: turning a barrier into a benefit

Despite a 40% penetration in households, Kellogg’s the producer of the cereal, Weetabix, decided to reinvent the message of its advertising to increase growth and price whilst retaining penetration.
Agency: WCRSAuthors: Giselle Okin and Roisin Robothan-Jones

Weetabix – The Weetabix Week: turning a barrier into a benefit

1. EXECUTIVE SUMMARY

This paper demonstrates how a 75 year old, well-known, well-loved cereal brand used advertising to engineer a step...