TV Delivers Weetabix Hearty Returns

“We want to become even more relevant and that’s everything from being front of mind and to making sure that we’ve got a regular presence in media. The very best way we’re seeing to do that is through regular TV advertising.” – Weetabix head of brand, Kevin Verbruggen.

This blog is never short of a case study to call on. Whether it’s an analysis of digital video’s insignificance in the face of television’s imperious viewing figures or a brand finding success through advertising on TV, there is no shortage of ammunition to prove TV is still the best and most efficient medium for advertisers.

This time around, we take a look at how the classic British breakfast brand Weetabix has enjoyed hearty returns from their decision to advertise on TV.

Having invested £10 million in TV advertising in the last year, Weetabix have managed to increase their UK market share of the cereal and drink sector from 15.3% to 16.4%.

It’s a welcome boost, as the pressure is on for Weetabix to continue to deliver a strong return following their £1.4 Billion acquisition by US breakfast company, Post Holdings.

In such a saturated market, Weetabix has been able to distance itself from competitors through a blend of TV advertising, new product launches and clever strategy.

Understanding the need to remain highly relevant to consumers who enjoy ever more choice on the supermarket shelves, Weetabix has not tried anything revolutionary. Instead, it has gone back to what it knows works and that means betting heavily on the medium that delivers the best ROI.

 

“We do much less [digital marketing] than other companies, because we’re keen to make our investment as profitable as possible and it’s very hard to beat TV.”- Kevin Verbruggen

 

Where Weetabix has progressed is in the launch of new products. After analysing the success of health products and protein based breakfast cereals in the USA, Weetabix spent two years developing their own versions to market to the UK audience.

The problem, as the brand’s head of marketing Kevin Verbruggen is quick to highlight, is that new products are difficult to make stick. Again, Weetabix turned to TV advertising rather than digital methods to ensure their new product launches were reaching consumers and ensuring their products didn’t get left behind in the breakfast aisle.

Many of you will have seen Weetabix’s latest TV campaign which features Jack from Jack and The Beanstalk, nonchalantly warding off the giant after enjoying his Weetabix for breakfast.

The advert is nicely created, which undoubtedly helps the ROI but of particular note is the return of Weetabix’s tagline from the 1990’s – ‘have you had your Weetabix?’

As any grumpy child in the ’90s can attest, that tagline was one of the more sticky catchphrases a teacher or mother might utilise if you had got out of the wrong side of bed on any given morning.

The simplicity of Weetabix’s strategy, its disregard for digital marketing in favour of a heavily TV advertising based operation and, most importantly, the fact that their market share is continually increasing, demonstrates that TV is the place to be.

 

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