HFSS? See how we're helping Weetabix eat the competition for breakfast.
Client
Weetabix
Area
Trade
The Challenge
With HFSS (high fat, salt and sugar) legislation looming, Weetabix approached us with a challenge: 'The majority of our cereal portfolio is HFSS compliant already, so how can we cut through all the reformulation headlines being made by our competitors?'
Our Approach
The grocery press was full of ‘Now low in fat!’ and ‘New reduced sugar formula!’ messaging. So we decided to turn this language on its head. And turn the fact that we had no news into a business advantage.
Using classic starbursts, we created a campaign that shouted about the things Weetabix were not going to be doing or changing. A clever twist on trade advertising convention.
To maximise impact amongst senior buyers and the trade we ran press and digital in consecutive issues of the Grocer, including a front cover gatefold. Sent a bespoke mailer to 30 influential customers. And produced a special ’Live’ webinar event. Created in conjunction with the Grocer, senior marketeers and buyers from Sainsbury’s, Tesco, John Lewis and a host of leading FMCG manufacturers were in attendance. With panellists including Weetabix, Kraft Heinz, Kantar and the Co-op, the event gave a unique insight into HFSS from different perspectives and has proven to be the Grocer’s most popular webinars so far this year.
“We turned to Mercieca to help us with re-establishing our thought leadership position regarding HFSS. Weetabix didn’t need to change how we operated to become compliant with new legislation, but that’s not really a story is it? Mercieca created a 360 solution for us that included trade advertising, paid content on industry leading titles and a PR offensive. The creative was simple and on brand, turning the fact that there was “no news” for us into a virtue. We’re thrilled with the results.”
Results
Our print, digital and social campaign reached an audience of 798,698 and we produced over 140 PR articles highlighting Weetabix’s HFSS expertise, doubling the set KPI’s for the year. The positive customer feedback also helped to secure many listing meetings and the creative will continue to play a major part in the brands trade presence for the rest of 2022 and beyond.
