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Weetabix has won a Silver Award at this year’s IPA Effectiveness Awards for the return of its ‘Have you had your Weetabix?’ marketing campaign, which helped the brand return to growth and surpass £150m in sales for the first time.
The campaign has been a driving in force in helping Weetabix maintain its position as the UK’s number one breakfast cereal in the challenging category, with the campaign delivering an additional £4.5m in extra revenue and tripling its return on investment.
Consumer research showed that ‘Have you had your Weetabix?’ - which was first introduced in the 1990s - still resonated as a distinctive brand asset amongst shoppers, and labelled as ‘a Rembrandt in the Attic’, signifying the power of the iconic line to increase penetration and consumption.
The integrated campaign was built around the “Have You Had Your Weetabix?” line, including TV advertising, a bold new pack design, matching in-store POS and digital activity. Subsequent neuro testing proved that the line was key to the advert’s emotional impact, helping to drive shoppers back to the cereal aisle.
Francesca Davies, Marketing Director, Weetabix: "We are extremely proud to have won a Silver Award at this year’s IPA Awards. It’s testament to a very hardworking and talented team, both at The Weetabix Food Company, and our agency partners.
“Our retail partners want to be assured that we understand how to drive commercial value for their categories and our brands. We are delighted that this award recognises the value we’re creating from our investment in the Weetabix brand, and our commitment to being the leaders in our field, as the nation’s favourite breakfast cereal brand.”
“We’ve been on a journey to better understand how to drive growth for our brands and part of this involved refreshing our integrated marketing communications and our much-loved “Have You Had Your Weetabix?” campaign. We’re delighted that the commercial impact of this has been recognised.”
Barnaby Dawe, IPA Effectiveness Awards 2018 Client Judge and Chief Customer Officer, Pret A Manger, said: “We applauded this demonstration of best practice in reviewing brand assets and packaging, and making the strategic decision to look back. This is a good case for the industry to learn from.”
Run by the IPA (Institute of Practitioners in Advertising), the Effectiveness Awards are amongst the most prestigious in the industry, with entrants having to prove the payback of their communications activity. Weetabix was the only cereal brand among 38 entries to be shortlisted for 2018.
Notes to Editors
The ‘Have you had your Weetabix? campaign was created and developed with BBH in partnership with Vizeum. Effectiveness was independently measured by Ebiquity.