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.