Weetabix has a challenge many heritage brands can identify with. Being nearly 90 years old, it is a very familiar name but, at the same time, it needs to develop its voice to stay relevant to a new generation of customers. The solution for Head of Brand Gareth Turner has been to develop new product areas as well as be braver with messaging.
This new route is more about having fun with the brand than it is conveying its nutritional values to raise awareness. That is because, quite simply, a marketer would struggle to find many brands that are better...