Vita Weat: Top That
MEC
Understanding the task
In the new food revolution one category had been left behind. Crackers. In the 1970's.
Quick think of a cracker topping.
Cottage cheese. Vegemite. Tomato with cracked pepper.
Not exactly food porn.
We'd lost faith in our food stylists so we took it to the consumer to solve.
We will use them again. Share growth hit 30.5% helping Vita Weat become the no. 2 brand in the crisp bread category up from no. 3.
Tasks & Objectives
We identified three key tasks:
- Get the target to reappraise the Vita Weat brand (no...