Case Study: Weetabix boosts HFSS trade thought leadership with Mercieca

Weetabix reaches 798K audience and 140 PR articles with Mercieca

Weetabix approached Mercieca with a challenge: with new HFSS legislation on the horizon, they needed to cut through competitors' reformulation headlines despite most of their cereal portfolio already being compliant. The goal was to re-establish their thought leadership on the issue.

Mercieca created a 360-degree trade campaign that turned the lack of news into an advantage. The solution used clever advertising, a bespoke mailer, and a popular industry webinar. The campaign reached an audience of nearly 800,000 and generated over 140 PR articles, doubling its KPIs and securing numerous listing meetings for Weetabix.

Weetabix