Weetbix '9 out of 10'

Objectives To reinforce the belief of mothers that Weet-Bix is nutritionally good overall for their kids, to re-establish it as the number one breakfast cereal.

WeetBix '9 Out of 10 Kids': How WeetBix Topped its Most Successful Campaign Ever

INTRODUCTION

In 1996, WeetBix ran the 'Sugar' campaign for WeetBixa short, sharp tactical campaign. This was acknowledged as the most successful promotional activity ever run for the brand.

In 1997, the followup, longterm brand campaign for WeetBix'9 out of 10'proved to be even more successful. The '9 out of 10' campaign took WeetBix to a new share high and grew both sales value and volume more than 'Sugar'. This was achieved in the context of a zero growth total cereal market.

The campaign reestablished WeetBix as...

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