Vizeum scoops £14m Weetabix media business

Weetabix Food Company has hired Vizeum to handle its £14 million media planning and buying business.

Weetabix: split with Blue 449
Weetabix: split with Blue 449

The appointment ends Weetabix’s ten-year relationship with Blue 449 (formerly Walker Media) and follows a three-month review process handled by Oystercatchers.

The Dentsu Aegis Network agency won the business after a pitch against Blue 449, Goodstuff Communications and MediaCom. The process was led by Sally Abbott, the Weetabix marketing director, and is believed to include all other portfolio brands, such as Alpen.

Abbott said: "Vizeum impressed us with their insight, their challenges to our thinking and their ambition for our future plans."

Earlier this week, Weetabix launched a campaign targeting beyond its core family audience to promote the cereal’s nutritional values. Created by Bartle Bogle Hegarty and called "incredible inside", the activity is being described as the brand’s biggest marketing initiative in ten years.