Weetabix modernised its heritage with humour, increasing customers, pricing power, revenue and profit returns.
This case describes how the struggling Weetabix attempted to revitalise the brand’s heritage as a product that set people up to succeed. Tapping into the sentiment, ‘Make Breakfast Great Again’, advertising humorously claimed that poor UK sporting and societal performances were due to insufficient Weetabix consumption. Media was phased to portray continuity and included a sponsorship partnership with ITV quiz show, ‘The Chase’.
Evidence presented for the strategy’s effectiveness includes increases in customers, penetration, and pricing power. The case estimates that revenue increased by 2.38% (versus a target of 1.46% growth), and the campaign delivered a 24% year-on-year increase in profit ROI.