The success of The Weetabix Week campaign has been to turn a perceived product barrier (its plainness and bland taste) into an explicit product benefit (the most versatile cereal you can eat).
The campaign attracted over 100,000 new users to the brand in the first six months and econometric modelling has shown that this is the most effective campaign Weetabix has ever run.
18,000 people signed up for recipes on the website, rate of sale increased from 1.9 to 2.4 times per year and the proportion of packs sold on promotion fell from 37% to 33%.