Wheat Thins: Coming Alive with Real Crunch

The Wheat Thins brand benefitted from the three-point strategy discussed in this case study: 1) rebuild WT Marketing Foundations; 2) Develop a Salient Campaign that reconnects with our consumer on both an emotional and functional level; and 3) continuously direct and strengthen execution of the campaign.

Wheat Thins: Coming Alive with Real Crunch

Business Situation

Wheat Thins in Decline

Wheat Thins (WT) was in trouble. Launched in 1947 as a Wheat Cracker, the brand grew to over a $400 million brand in 2009 – but its underlying foundations were starting to chip away. WT was losing salience with core consumers – key equity measures started to erode in 2007 and the brand became very reliant on innovation to drive growth. Then the recession hit bringing with it more stringent criteria for consumer's discretionary dollars. WT was no longer able to rely on innovation to keep the...

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