Task
Weetabix is one of the UK’s best-loved brands and the number one selling breakfast cereal*. In fact, a Weetabix Food Company product is consumed in over half of all British households.
Awareness of the brand is therefore high, but in a highly competitive cereal category it’s vital to stay front of mind in the trade to maintain shelf space.
What we did
Mercieca has handled Weetabix’s trade communications for over four years. Editorial share of voice has increased year-on-year; the team work closely with marketing and sales departments to ensure content is bespoke to the grocery, convenience and wholesale channels so it is always relevant and resonates.
As well as generating hundreds of articles each year (420 in 2020) Mercieca has also transformed the company's LinkedIn page and assisted in driving its corporate reputation forward, with an increase of 15,000 followers and engagement rates higher than other leading FMCG businesses. The content strategy is carefully curated to match internal tactics, from CSR, HR and recruitment drives.
Given its location in Burton Latimer, an important element of our corporate work is to showcase Weetabix as being a brilliant place to work and our LinkedIn content is a key driver of this.
Results
We’ve transformed the way the company is viewed by the industry. Media now want to speak to Weetabix as industry thought leaders - with comment in the key grocery and convenience titles now a regular occurrence.
We’ve also added nearly 15,000 followers since 2017 to the Weetabix Food Company LinkedIn page.
*Nielsen data to 26th December 2020
Francesca Theokli, Marketing Director, Weetabix Food Company
