‘Marketing has to step up and deliver’: Weetabix on navigating tough times
Weetabix’s marketing lead Francesca Theokli on why a breakfast cereal sponsoring football makes more sense than you’d think – and why marketers hold the key to navigating the economic downturn.
Weetabix is putting its faith in its marketing team to lead the brand through challenging times – amid a £17m marketing investment centred on the Women’s World Cup.
The show of faith comes at a key time for the cereal brand as the economic downturn has made customers wary of what they are putting into their shopping baskets. Francesca Theokli, marketing director at Weetabix, describes this shift as customers moving from “autopilot grocery shopping behaviour to intentional shopping behaviour” and it’s posing a challenge to the brand, particularly from private label.
