EUROPE Weetabix

Weetabuddies

Brand Identity & Packaging

CHALLENGE:

As a leading UK breakfast cereal, Weetabix was popular with parents but failing to excite their kids, who tended to prefer its unhealthier competitors.

To combat the idea that Weetabix was a ‘boring’ breakfast and drive engagement among children, we were asked to create a sales promotion campaign that demonstrated the brand’s variety in a fun, light-hearted way.

SOLUTION:

We created ‘Weetabuddies’—a series of characters created from Weetabix biscuits mixed with fruit and other toppings—and encouraged kids to to create their own in order to win prizes.

To help them unlock their creativity, we created ‘creator kits’ so they could experiment with edible Weetabuddy features. Then, in 2016, we took the Weetabuddies brand a step further and introduced a range of promotional plush toys as well as a partnership with Cartoon Network that saw famous TV characters become Weetabuddies.  

Weetabuddies went on to become an iconic asset for the brand, and thanks to its alignment to retailers’ health agendas, consistently push the boundaries of retail marketing. The activity earned extensive front-of-store space and innovative media—from promotional stickers on fruit, to featuring prize-winning Weetabuddies in above-the-line TV spots.

RESULTS:

The first campaign delivered Weetabix’s highest sales volume in 2 years, and highest ever brand equity score.

The second year saw penetration increase year-on-year and we secured 100% more store displays than forecasted.

To top it all, research shows that the Weetabuddies are now more loved than Coco Pops’ Coco the Monkey!

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