The task
With HFSS (high fat, salt and sugar) legislation looming, Weetabix approached us with a challenge: 'The majority of our cereal portfolio is HFSS compliant already, so how can we cut through all the reformulation headlines being made by our competitors?'
What we did
The grocery press was full of ‘Now low in fat!’ and ‘New reduced sugar formula!’ messaging. So we decided to turn this language on its head. And turn the fact that we had no news into a business advantage.
Using classic starbursts, we created a campaign that shouted about the things Weetabix were not going to be doing or changing. A clever twist on trade advertising convention.
To maximise impact amongst senior buyers and the trade we ran press and digital in consecutive issues of the Grocer, including a front cover gatefold. Sent a bespoke mailer to 30 influential customers. And produced a special ’Live’ webinar event. Created in conjunction with the Grocer, senior marketeers and buyers from Sainsbury’s, Tesco, John Lewis and a host of leading FMCG manufacturers were in attendance. With panellists including Weetabix, Kraft Heinz, Kantar and the Co-op, the event gave a unique insight in to HFSS from different perspectives and has proven to be the Grocer’s most popular webinars so far this year.
Impact
Our print, digital and social campaign reached an audience of 798,698 and we produced over 140 PR articles highlighting Weetabix’s HFSS expertise,doubling the set KPI’s for the year. The positive customer feedback also helped to secure many listing meetings and the creative will continue to play a major part in the brands trade presence for the rest of 2022 and beyond.
Gareth Turner, Head of Marketing at Weetabix
