Some of the less glamorous stuff – in-store activation, the consumer prizes, the product and packaging innovation – are the things that excite me the most. In combination with high frequency television communications, that strategy has driven an increase in spontaneous brand awareness of 40% over the last year, Turner claimed. On top of the infamous beans tweet, Weetabix has adopted a strategy of reacting to important British events with a humorous tone of voice, in a bid to stay “relevant” with consumers.įor example, the brand used online media channels to react to the reopening of hairdressers post-lockdown and, in 2019, the appointment of Boris Johnson as Prime Minister. Innovating its communication strategy comes as part of becoming easier to think of, he continued. Weetabix needs to be easy to think of, easy to buy, and easy to eat. Turner’s long-term growth plan for the brand can be broken down into just three elements, he said, all of which focus on making things easy for the consumer.
“If we put a tweet out about beans on Weetabix, what’s the worst that can happen? It’s just marketing, it’s not world peace we’re talking about here.
“We’ve made brave work happen by trying to create an environment where it feels less brave and less bold,” Turner said yesterday (9 June) during the Festival of Marketing: Fast Forward, in a session delivered by Marketing Week’s sister brand Oystercatchers. Weetabix has also adopted a “yes, and” mantra instead of saying “no” to new ideas, Turned said, which drives the marketing team to look for the positives in any pitch, emboldening them to take chances. A viral hit, the tongue-in-cheek tweet provoked mocking replies from brands including Specsavers, Ford UK and the NHS.Īccording to head of brand Gareth Turner, such work has come as a result of the business consciously creating a culture of bold thinking, setting up “brave spaces” for its employees to talk through “any hare-brained idea” they might have with a member of the leadership team. There are many ways to go viral on Twitter: start a war about chicken burgers, play up a law-suit with a competing supermarket, reply to an angry tweet by Piers Morgan, or become a particularly divisive president of the United States.īut in February, Weetabix caused mass outrage on the social media platform by recommending people eat baked beans on its wheat-based breakfast biscuits instead of toast. Pictured: Beans on Weetabix, the image that horrified Twitter.
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