Weetabix targets ‘mummy bloggers’ in ‘Weetabuddies’ campaign

In January 2015, Weetabix launched a £5.5m multi-channel push featuring ‘Weetabuddies’ characters to encourage more families and kids to the breakfast cereal brand. This case study looks at how the food brand created a fun interactive campaign that got parents onside while encouraging kids to play with their food (in a good way).

Case study summary:

• Cereal brand embarks on multi-platform new year camapign to promote healthy breakfasts in a fun way

• Amplified message by targeting .mummy blogger’ to push message to key parent audience.

• Encouraged kids to share their fun creations online with parents help, getting valuable marketing data and customer loyalty as a result

• 200,000 views in 3 weeks for online element to support national TV campaign, with plenty of social media interaction.

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