PUTTING THE NATION’S FAVOURITE CEREAL ON THE NATION’S SHOPPING LISTS

THE PROBLEM:

Weetabix is the UK’s favourite cereal, with 96% prompted awareness.  But the brand wasn’t converting to purchase as well as the competition.  And during the pandemic, this battle moved from the physical stores and shelves to online ones.

How could Weetabix win online?

THE SOLUTION:

Get the Nation’s favourite cereal into their online favourites list.

When a product has been purchased online, shoppers are reminded at checkout if it’s not in their basket.  The task was to interrupt shoppers online at the appropriate moment to remind them of a compelling reason to buy Weetabix.

Weetabix partnered with Criteo to own the virtual feature and display space in the Asda & Morrisons online cereal aisles.

THE RESULTS:

In the period of the test, Weetabix secured an incremental £64k profit from a £17k investment.  That’s a whopping return on investment of £3.65 : £1.

Unsurprisingly, Weetabix took this learning and scaled it fast.  Criteo is now a year-round fixture on the media plan with a six figure investment.