Whilst working at The Marketing Store, I was lead designer of their shopper marketing accounts, Weetabix being one of their largest FMCG accounts.

Advertising agency BBH had created a series of adverts introducing the concept of making characters out of Weetabix and other ingredients such as fruit, nuts and sauces, to encourage children to enjoy a healthy breakfast that parents would approve of. Tasked with bringing the fun of the TV advert to the shopper environment, the name ‘Weetabuddies’ was born and disruptive, engaging and playful marketing materials were created throughout the shopper journey,

Pack takeovers were designed, creating standout at shelf and appealing to a new kind of Weetabix customer. The real fun with this project came in the use of some-what sneaky shopper activations: Disruptive aisle fins, with the characters faces poking out from the shelves created in-store theatre. Barkers appearing out of the cereal aisle, in the dairy or dried fruits areas, prompting the customer to engage with the campaign. FSDUs loaded with fresh fruit and boxes of Weetabix created a synergy of the campaign with the retailer, with the promise of elevating the sales of other products as well as Weetabix. Guerrilla marketing tactics were even applied to bananas in the form of Weetabuddy fruit labels, for a cheeky reminder to also grab a box of Weetabix.

Other activation concepts included; front of store Weetabuddy workshops, where children could make their own characters with Weetabix and a competition encouraging customers to share photos of their Weetabuddy creations in exchange for prizes. 

AGENCY: THE MARKETING STORE