Agency: Lowe Howard-Spink | Author: Laurence Green |
Weetabix Baby Press - Encouraging creativity in an advertising backwater
INTRODUCTION
If asked to select markets and media fabled for their advertising creativity, breakfast cereals and the baby press would be unlikely to feature in many lists. This paper relates how planning helped to translate Weetabix's reputation for advertising excellence into the baby press arena by demonstrating the importance of the activity and by delivering a considered and stimulating creative brief.
BACKGROUND
Weetabix is the second biggest cereal brand (and second biggest advertised brand) in the UK. As a family staple,...