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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands