Keeping Weetabix close to the heart of Britain
Corporate Reputation, Broadcast PR
Crafting a corporate story based on the compelling truths of provenance and nutrition.
Many British brands have stumbled post acquisition, with loyal customers and employees alienated by overseas ownership. Weetabix in contrast has gone from strength to strength since it became part of China’s Bright Food Group.
Working directly with the UK management team we’ve crafted a corporate story based on the compelling truths of nutrition and provenance. We’ve closely aligned this to the Government’s policy agenda on agriculture and healthy eating and sought opportunities to work together on joint announcements.
Helping Weetabix maintain & grow market share
Key business announcements such as the first exports of Alpen bars to China and a recommitment to sourcing British wheat were aligned to the Government agenda, helping secure official backing and boost media pick up.
From hosting the Environment Secretary to launch the Great British Food campaign from one of our farms, through to the Chancellor championing our links to China. CEO profiles alone have reached over 15 million people, with standout profiles in the Daily Telegraph, Financial Times and Mail on Sunday. In terms of broadcast we secured highly prized slots on some of the most prestigious programmes on radio and TV; BBC Breakfast, Today, BBC Radio 5 Live Breakfast, Business Live on BBC World TV, Sky News Ian King Live, and Bloomberg.
Crucially, our strategy is recognised amongst Weetabix’s customers – against a declining breakfast cereal category the firm has maintained and grown its market share.
This was a
Corporate reputation & Broadcast PR
Project for Weetabix