IMPROVING WEETABIX COMMS ROI BY 78%

THE PROBLEM:

Weetabix has a proud history of world-class, award-winning advertising.  But the current ads were starting to wear out after being on air for 3 years.  With TV being the mainstay of the brand’s media plan, that needed to be fixed.

THE SOLUTION:

Move on, not off.  Use the heritage of the Weetabix advertising as an asset but make the ads more enjoyable, relevant and better branded.

Weetabix are advocates of the Field & Binet paper “The long & the short of it” and therefore combine a shorter term, consumption driving advert with a longer term, equity driving one.

In 2020 it was time to breathe new life into these two ads.  The next equity ad in the “Have you had your Weetabix” series was created (called “Sub”) and crucially added more branding at the ”creative magnifier” moment to make this ad the best RoI equity ad that Weetabix had ever tested – beating the IPA gold winning “Jack” execution.

Attention was turned to the consumption ad, where relevance was improved by poking some gentle fun at topical moments (new year, lockdown etc).  The RoI on that ad more than doubled as a result.

THE RESULTS:

Combined, the ads averaged a 78% improvement in RoI.

What was the recipe for success?  Not changing too much.  Gently tweaking a couple of elements in each ad to address the weakest points.

Sometimes less is more.