Feature

IPA Effectiveness Awards 2007: Bronze Awards - Weetabix

WEETABIX
Title: The Weetabix Week: Turning a barrier into a benefit
Client: The Weetabix Food Co.
Agency: WCRS
Authors: Giselle Okin, Roisin Robothan-Jones, WCRS
Media used: TV, internet, PR

In a nutshell: The campaign brought more than 100,000 new users into the brand and increased the rate of purchase among existing consumers from 1.9 times a year to 2.4 times.

Summary: With an array of almost 300 cereals to choose from, plainer cereals such as Weetabix were suffering by 2005 by being less "exciting" than the newer entrants. The paper reveals how "Weetabix Week" transformed the plainness of Weetabix from a product barrier to a benefit by showcasing how the subtle taste was the ideal companion for a range of toppings such as fruit, yoghurt, honey, nuts and more. The campaign was able to incorporate trends such as "superfoods", including blueberries and brazil nuts and the Government's "five-a-day" initiative. The campaign brought more than 100,000 new users into the brand and increased the rate of purchase among existing consumers from 1.9 times a year to 2.4 times.

Judge's comment: A clear effect and succinct read with a well pulled together approach that saw significant results, supported by a good econometrics model. This paper demonstrated how, with strong strategic thinking and a well-branded idea, communications was maximised, to drive lapsed or occasional customers to take renewed interest in the brand using their own creativity.

Rob Furness senior vice-president of sales and marketing, Deepstream; formerly general manager of non-floor care, Dyson.