Keeping Weetabix well-loved and well-stocked.
Weetabix

Task

Weetabix is one of the UK’s best-loved brands and the number one selling breakfast cereal*. In fact, a Weetabix Food Company product is consumed in over half of all British households.

Awareness of the brand is therefore high, but in a highly competitive cereal category it’s vital to stay front of mind in the trade to maintain shelf space.

What we did

Mercieca has handled Weetabix’s trade communications for over four years. Editorial share of voice has increased year-on-year; the team work closely with marketing and sales departments to ensure content is bespoke to the grocery, convenience and wholesale channels so it is always relevant and resonates.

As well as generating hundreds of articles each year (420 in 2020) Mercieca has also transformed the companies’ LinkedIn page and assisted in driving its corporate reputation forward, with an increase of 15,000 followers and engagement rates higher than other leading FMCG businesses. The content strategy is carefully curated to match internal tactics, from CSR, HR and recruitment drives.

Given its location in Burton Latimer, an important element of our corporate work is to showcase Weetabix as being a brilliant place to work and our LinkedIn content is a key driver of this.

Results

We’ve transformed the way the company is viewed by the industry. Media now want to speak to Weetabix as industry thought leaders - with comment in the key grocery and convenience titles now a regular occurrence.

We’ve also added nearly 15,000 followers since 2017 to the Weetabix Food Company LinkedIn page.

*Nielsen data to 26th December 2020

Articles in 2020
420
New followers
15K

“Mercieca has helped our PR communications go from strength to strength in recent years, generating plenty of buzz in the trade for our NPD and campaigns, as well as continuing to increase our share of voice and presence in The Grocer, supporting important customer conversations. They also led a media training programme to ensure that our senior spokespeople are fully prepared which gives us the confidence to pursue further opportunities, and has ultimately resulted in stronger coverage for our brands. Their work on LinkedIn has been fantastic with positive feedback from the industry and customers, rapidly growing our page and enabling us to communicate with more people than ever before.”

Francesca Theokli, Marketing Director, Weetabix Food Company

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