Change perception that Weetabix is for the rich. To Inform and educate mothers on health and nutritional attributes of Weetabix. Increase visibility and sales.
Inducing behavior changes through moms - offering Weetabix as the nutritional building blocks for the family.
Reached 200,000 mothers 6 months + 20% growth in revenue.
Developed a fun and engaging skit with popular local actors.
Targeting private and public schools that run local education curriculum and are registered by the Ministry of Education.