Weetabix has been shortlisted for the IPA Effectiveness Awards 2018, passing through a rigorous first round of judging for the return of its ‘Have you had your Weetabix?’ campaign, which helped the brand return to growth and surpass £150m in sales for the first time.
Consumer analysis established that ‘Have you had your Weetabix?’ still resonated as a distinctive brand asset and Weetabix brought back its iconic line last year with the aim of increasing brand penetration.
Supported with a heavyweight TV campaign, a bold new pack design and matching in-store POS, neuro testing proved that the line was key to the advert’s emotional impact, while the campaign helped to deliver £4.5m extra revenue and triple its ROI.
Run by the IPA (Institute of Practitioners in Advertising), the Effectiveness Awards are amongst the most prestigious in the industry, with entrants having to prove the payback of their communications activity. Weetabix is the only cereal brand among 38 entries that have been shortlisted for 2018.
Kevin Verbruggen, head of brand at Weetabix, said: “Bringing back ‘Have you had your Weetabix?’ has made a significant, positive difference to our business, helping us to surpass £150m of sales for the first time and return to growth in the challenging cereal category. The return of the campaign was a great example of balancing head and heart. We used empirical evidence to guide our decisions, and combining that with creative work, stirred the emotion of consumers. We’re applying our learnings to build our brands further including Alpen, Ready brek and Weetos.
“The Weetabix brand is leading the breakfast cereal category and is thriving in the market where people want nutritious, tasty breakfast choices. We’re still firmly the number one breakfast cereal brand.”
Neil Godber, convenor of judges and head of planning, J. Walter Thompson London, added: “During the judging process we have seen lots of outstanding case studies that have provided some fascinating insights into the future of our industry. Once again the IPA Effectiveness Awards demonstrate the pinnacle of marketing effectiveness and will prove invaluable to our knowledge of what makes great advertising.”
The IPA Effectiveness Awards 2018 will take place on Tuesday 9 October, with all the shortlisted entries receiving a Bronze, Silver or Gold award.