Leedex has replaced Countrywide Porter Novelli as the UK public
relations adviser for Weetabix, the breakfast cereal maker.
The agency was notified of its appointment this week following a
detailed review process which kicked off before Christmas. Countrywide,
which was not asked to repitch, previously held the account for four
Leedex managing director Jane Howard was sketchy about details of the
agency’s brief, although she confirmed that work for Weetabix would
focus on six of the firm’s cereal brands. They are: Weetabix, Alpen,
Weetos, Ready Brek, Crunchy Bran and Bran Fare. The aim, she said, was
to provide ’strategic understanding and creative input’.
Implementation methods have yet to be discussed, although media
relations will loom large. Leedex will work closely with media and
public relations manager Peter Davidson, marketing controller Tony Corp
and commercial director Les Comley.
A family-owned business, Weetabix commands a 13 per cent share of the
ready-to-eat cereal market but faces growing competition from own-label
brands as well as traditional rivals such as Kellogg’s.