Agency: FCB London | Authors: Nick Alford, Louise Burrows, Justin Pahl and Kit Fordham |
How Weetabix Profited from Energetic Brand Advertising to become the Best Selling Cereal in the UK
1. INTRODUCTION
This paper will demonstrate how a change in brand and advertising strategy helped establish Weetabix as the number one in value sales for the first time in its illustrious 70-year history; and, in so doing, wil have generated an estimated £31.46 million in extra revenues by the end of July 2005.
It will show that this was no ‘natural progression’ from the Number 2 breakfast cereal brand....