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Weetabix – Weetabuddies

A new breakfast experience that delivered unstoppable retail.

Weetabix is a national treasure. Parents love it as a healthy breakfast choice, but it doesn’t excite kids like cartoon tigers or monkeys on cereal boxes do. Placing parents in a tricky dilemma.

So we did what any responsible adult would – we let kids play with their food.

How Weetabix went straight to the top of the shopping list.

To excite parents and kids over Weetabix’s versatility, we introduced the ‘Weetabuddies’ – a series of characters created by decorating the biscuits with fruit and toppings. ‘TropiColin’, ‘Blue Barry’ and the gang then encouraged kids to create their own Weetabuddies. We rewarded those who submitted pics with the chance to win prizes. With their own range of toys, a partnership with Cartoon Network, and the campaign in its third year, Weetabuddies has become an iconic asset for the brand. And with its alignment to retailers’ health agendas, the campaign has consistently pushed the boundaries of retail marketing. The activity earned extensive front-of-store space and innovative media. From promotional stickers on fruit, to using our audiences’ own imaginative Weetabuddies ideas to star in their own TV spots.

The first campaign delivered Weetabix’s highest sales volume in 2 years, and highest ever brand equity score. The second year saw penetration increase year-on-year and we secured 100% more store displays than forecasted.

To top it all, recent research shows that the Weetabuddies are now more loved than Coco Pops’ Coco the Monkey!

Hero image: Photography by Sara Morris
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| FINALIST, 2015 - Multichannel Marketing