TURNING ROUND A DECADE OF PENETRATION DECLINE

THE PROBLEM:

Weetabix is the UK’s favourite cereal, but the number of people buying it had been declining steadily for the past 15 years from 40% penetration down to 25%.  Whilst profit had grown over the same period, the long-term health of the brand was at risk if this decline wasn’t turned around.

THE SOLUTION:

Better conversion to purchase in store.

Weetabix brand awareness and consideration was already best in class, so it wasn’t a fundamental brand problem that was causing the penetration decline. But the brand was struggling to convert from consideration to purchase.

A study of the key drivers of penetration uncovered the reason – the brand had lost visibility in store, especially in areas away from the cereal aisle.  The competition had increased their investment in these areas – a game Weetabix wasn’t prepared to play.

What was needed was an in-store activation that would transform the feature and display space Weetabix could secure. To do that the activity needed to be exciting, tie-in to the retailers’ own events and be supported with world class point of sale.

The solution was a 3-year partnership with the Football Associations of GB & Ireland.  The sponsorships were brought onto pack with a promotion that tied into the delayed  Euro 2020 tournament and brought to life in store and online.

THE RESULTS:

How did it do? A positive RoI and in-store visibility grew by 300%. Which delivered a full percentage point of penetration growth in the 6 months of the promotion.  And the England team got to their first major final in 55 years.

A great result all round.