The breakfast-cereal brand, which last week handed Bartle Bogle Hegarty (BBH) its UK advertising account, is to roll out TV ads for its Weetabix, Weetabix Chocolate and Weetabix Crispy Minis ranges over the coming months.
The activity marks the biggest marketing spend to date on the Weetabix Crispy Minis line. The range, which was launched a decade ago, had until recently been sold under the Weetabix Minis branding. This will now be phased out.
It has also added two variants to the Crispy Minis range, which now comprises Chocolate Chips, Fruit & Nut, Honey and Wholegrain options. The packaging has also been overhauled to create greater differentiation from the core brand.
Weetabix, which is owned by Lion Capital, had sales of £137m, up 5.2% in the year to December, according to Nielsen. This reversed a 1% decline in 2009.
It hired BBH following a competitive pitch; the agency replaced WCRS. Sally Abbott, Weetabix marketing director, said of the change: 'It is important to keep things fresh and it would be irresponsible not to review from time to time.'
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