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, its targeting and communications are broad-ranging, and there has always been a place within the mix for some perinatal advertising to encourage Weetabix's use as a weaning product - for which the product's goodness, consistency and convenience make it particularly suitable.