A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

IPA Effectiveness Awards Case Study 2018


Analyis established that the line, ‘Have you had your Weetabix?’, was the most powerful idea in the cereal category. But Weetabix, which was declining along with its market, hadn’t used this line in years. Bringing it back in TV ads for children and adults, along with a packaging change, aimed to increase penetration and purchase frequency by making the brand more ‘available’ in shoppers’ minds. Neuro testing showed the line was key to the ads’ emotional impact. Econometrics quantified that Weetabix’ marketing delivered £4.5m extra revenue in 2017 and its ROI tripled. The brand returned to growth, surpassing £150m of sales for the first time.

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Bringing back ‘Have you had your Weetabix?’ has made a significant, positive difference to our business: we’ve achieved our greatest ever brand value; our growth has been profitable; and we have given our investors confidence in marketing’s ability to deliver strong return on their investment. As we’ve progressed on our journey to create our new campaign, we’ve learnt some lessons: - Balancing head and heart: we have learned to make evidence-based decisions (using consumer research methods not previously used) and balance those with creative work that captures the heart of consumers; strengthening brand recognition. - The courage to go back: in a world where it’s easier to embrace the new, it took courage for the team to return to previous campaigns, and refresh our Distinctive Brand Assets. The client-agency team worked together to build confidence through our businesses, that our path would lead to success. Looking ahead, we continue our journey to change for the better: - Patience with creating long-term consistency: as team members change, we all have a ‘privileged duty’ to manage the campaign, refreshing the Distinctive Brand Assets whilst maintaining consistency. We’ve summarised what’s worked so well; what could be even better; and developed a simple framework to brief & evaluate future work in the campaign. - Extending the consistency: we are sharing our insights with all teams who touch the brand: other agencies within the marketing mix; other geographic markets. - Applying the learning to our other brands: across Alpen, Ready Brek and Weetos, what other Rembrandts are in our attic? We have gained the confidence to totally change how we build our brands; to embrace Distinctive Brand Assets; for the good of our consumers, the sanity of our agency partners, and the confidence of our investors.

Kevin Verbruggen, Head of Brand
Weetabix Food Company

Shortlist 2018

Title

A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Brand

Weetabix

Client

Weetabix Food Company

Agency

BBH
Ebiquity

Principal Authors

  • Tom Roach - BBH

Contributing Authors

  • Tom Loughnan - Ebiquity
  • Mike Campbell - Ebiquity

Credited Companies

  • Vizeum - Media Agency

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Shortlist 2018

Title

A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Brand

Weetabix

Client

Weetabix Food Company

Agency

BBH
Ebiquity

Principal Authors

  • Tom Roach - BBH

Contributing Authors

  • Tom Loughnan - Ebiquity
  • Mike Campbell - Ebiquity

Credited Companies

  • Vizeum - Media Agency

A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

IPA Effectiveness Awards Case Study 2018


Analyis established that the line, ‘Have you had your Weetabix?’, was the most powerful idea in the cereal category. But Weetabix, which was declining along with its market, hadn’t used this line in years. Bringing it back in TV ads for children and adults, along with a packaging change, aimed to increase penetration and purchase frequency by making the brand more ‘available’ in shoppers’ minds. Neuro testing showed the line was key to the ads’ emotional impact. Econometrics quantified that Weetabix’ marketing delivered £4.5m extra revenue in 2017 and its ROI tripled. The brand returned to growth, surpassing £150m of sales for the first time.

Register interest to download case study >