FOOD & DRINK CAMPAIGN: Cereal celebrates 75th birthday with 'art' comp

The Weetabix Food Company, makers of the eponymous breakfast cereal, was 75 years old in 2007.

Hog House: the Meridian regional winner
Hog House: the Meridian regional winner

Campaign: Weetabix Wheat Art
Client: The Weetabix Food Company
PR team: Nexus Communications
Timescale: Autumn 2007
Budget: £30,000 plus prize money

It asked Nexus to drum up publicity around the anniversary and highlight the company's dedication to sourcing as much British wheat as possible.

Objectives
To position Weetabix as the nation's favourite breakfast cereal. To create awareness of the provenance of Weetabix wheat and the company's support of British farming.

Strategy and plan
Weetabix wanted to communicate the origins of its ingredients, so farmer involvement was crucial.

Nexus created a 'national wheat art' competition for British farmers.

The Meridian regional winner entered by Clive Stickland and Tina Finch.The agency and the National Farmers' Union pushed the event through trade and consumer editorial and on the Weetabix and the union's website's.

Farmers were asked to build a high visibility 'art installation' including Weetabix branding, and submit a photograph. The entries were split into TV regions with one winner from each and an overall national winner.

To lend additional credibility to the competition, a high-profile judging panel was assembled.

Measurement and evaluation
The Weetabix Wheat Art competition generated 69 pieces of coverage, featuring in three national titles, 39 regional papers, five TV channels and eight farming titles. The competition reached a total audience of more than 15 million and 150 Weetabix logos appeared in newspapers alone. It also appeared in various blogs.

Results
The competition generated huge interest and take-up within the farming community.

It was widely praised by the media and participating farmers cited the opportunity for light relief and a monetary incentive as a welcome reprieve at a time when weather conditions and the bird flu outbreak meant they were in need of public support.

Regional winner Alex Jamieson of Cwmysgyfarnog Farm, Carmarthen, Wales, told journalists the cheque from Weetabix 'helped a great deal in these desperate times as a livestock farmer'.

'Also, thank you for the breakfast cereal, my dad has been eating two Weetabix every day for the past 50 years, so he appreciated the big box that we received,' he added.

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