Weetabix drops Countrywide and dishes up PR work to Leedex

Leedex has replaced Countrywide Porter Novelli as the UK public relations adviser for Weetabix, the breakfast cereal maker.

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

years.



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.



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