QBO given Wake-up! call to launch new Dutch cereal in the UK

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.

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

Up!.



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

share.



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.



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