| Titre | Sea |
| Agence |
FCB London
|
| Campagne |
Energy - Weetabix
|
| Annonceur |
Weetabix
|
| Marque |
Weetabix
|
| Mise en ligne | Juillet 2004 |
| Secteur d'activité | Céréales pour le petit-déjeuner
|
| Philosophie | Whilst this is the story of how a change in strategy led to advertising that took Weetabix to the number one spot in the breakfast cereal market for the first time, it is also very much the story of how successful advertising contributes to long-term sales. In 2002 Weetabix adopted a strategy based on Energy to re-assert the brands core role in the fast-changing morning foods market. |
| Résultat | As a result a long-loved brand attracted even greater affection and even greater full-priced sales. Within the first full year Weetabixs advertising brought in an incremental £5.42m pushing it past Kelloggs Cornflakes. However, the importance of this paper is that it demonstrates that the initial advertising investment of £5.5 million will account for £31.46 million of Weetabix total value sales within three years. Energetic stuff. |
| Type de média |
Presse & publications
|
| Marché | Royaume-Uni |
| Director of Accountability |
Kit Fordham
|
| Responsable de budget agence |
Justin Pahl
|
| Directeur de clientèle |
Louise Burrows
|
| Responsable de la publicité (annonceur) |
Tony Corp
|
