Weetabix - How Weetabix profited from energetic brand advertising

This paper outlines how advertising helped take Weetabix to number one in value terms in ready to eat cereals.
Agency: FCB LondonAuthors: 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....

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