Weetabix - The Weetabix Week: turning a barrier into a benefit

Despite a 40% penetration in households, Kellogg’s the producer of the cereal, Weetabix, decided to reinvent the message of its advertising to increase growth and price whilst retaining penetration.
Agency: WCRSAuthors: Giselle Okin and Roisin Robothan-Jones

Weetabix – The Weetabix Week: turning a barrier into a benefit


This paper demonstrates how a 75 year old, well-known, well-loved cereal brand used advertising to engineer a step change in its fortunes, pretty much overnight, to bring new users into the brand en masse and enable a series of price increases without losing penetration.

Weetabix is an iconic brand for which people feel a great warmth and nostalgia; but with very high penetration already, growth had slowed and by 2005 it had become difficult to attract...

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