Retail Brands has chosen the Quentin Bell Organisation to support
the launch of its new breakfast cereal Wake Up! on an initial six-month
contract, following a three-way competitive pitch.
QBO will handle all consumer and trade PR for the UK launch of Wake
The cereal, which is produced by Dutch cereal manufacturer Honig, is
being marketed as a convenience breakfast. Since its launch in Holland
18 months ago the cereal has picked up an eight per cent market
The launch drive is backed by a pounds 1 million marketing spend in the
first three months, including an eight week national television campaign
created by Mustoe Merriman Herring Levy. A national radio campaign
follows in the summer. The overall marketing spend for the first 12
months is pounds 2 million.
Wake Up! is a ground cereal which has milk added to it to create a
milkshake-like drink. It will be available in Sainsbury’s, Tesco and
Waitrose from the end of April.
’The campaign will position Wake Up! as the fast and nutritious
breakfast cereal, targeting men and women with busy lifestyles,’ said
QBO’s deputy managing director Shirley Hanley.
Susan Taylor, marketing development manager for Retail Brands, said she
was confident the breakfast product will appeal to consumers with busy
lifestyles. ’It represents a totally new choice,’ she said.
Retail Brands supplies retailers with own-brand products and also
produces its own products which include Naya Spring Water, Radius
Toothbrushes and Kims reduced fat crisps and snacks.