Good Relations director Malcolm Munro said: ‘The core brief is around the yellow box – Weetabix we know and love. There will be a series of creative campaigns around promoting Weetabix, which is a big part of families’ eating, to re-invigorate the brand.’
The brief, thought to be worth six figures, will initially focus on Weetabix’s main product, before moving on to other products such as Redibrek and Oatibix.
The brief mainly focuses on consumer but includes elements of corporate and crisis management. The brief is for an initial 18 months.
The account will be led by agency CEO Teresa-Anne Dunleavy. She said: ‘Weetabix is one of those classic great brands that any agency in the food space dreams of having. We are so delighted to have won what is literally the pick of the crop.’