Advertiser: Weetabix Food Company
Agency: Bartle Bogle Hegarty
This is about discovering a 'Rembrandt in the attic'. Something that gets put away and forgotten about, but which on rediscovery turns out to be phenomenally valuable.
For Weetabix that Rembrandt was 'Have you had your Weetabix?'. An idea that whilst it hadn't been used for seven years, was still the most powerful idea in the cereal category. An idea that once redeployed, instantly proved it had lost none of its power to drive brand growth.
Looking back is unfashionable in marketing. Creative people love to re-create. Clients and agencies get bored of ideas years before consumers do. But in this case, looking back helped us go forward.
Bringing back 'Have you had your Weetabix?' dramatically improved the effectiveness & efficiency of our marketing, doubling advertising's sales impact and tripling its ROI, delivering £4.5m extra revenue in 2017, returning Weetabix to growth in a category that had been in slow decline, and helping Weetabix achieve sales of over £150m for the first time in its history.