33% of all Australian adults have been formally diagnosed with elevated cholesterol. In 2017 Australia’s favourite breakfast cereal saw the huge opportunity to provide a genuinely effective cholesterol reducing breakfast cereal and positively impact the health of millions of Australians. We were challenged to develop a shopper strategy that integrated with the broader ATL brand communications strategy to launch the FIRST cholesterol lowering cereal to market. We wanted to make Weet-Bix Cholesterol Lowering the product of choice and recommendation to treat elevated cholesterol levels. We needed to create broad product awareness and trial of Weet-Bix Cholesterol Lowering plus educate those diagnosed with elevated cholesterol that Weet-Bix Cholesterol Lowering is an effective, easy and suitable food option that can assist their treatment.
Strategy, Creative, Activation
Consumers that have been recently diagnosed with elevated cholesterol often have the preference to maintain their cholesterol the natural way before resorting to medication. However they often don’t know how or what to consume and have the perception that it is all too hard. We also know that consumers are time poor and seek convenience particularly in the morning and want a breakfast option that is quick to prepare, easy to consume but also taste good. Often the consumer is not the shopper so we needed to make sure our strategy and campaign was relevant to both the consumer and the main grocery buyer who may or may not be suffering from elevated cholesterol.
We developed an integrated shopper strategy which included a retailer and trade engagement pillar alongside a full path to purchase strategy for the new product launch. The key to the campaign was to educate shopper and consumers that it was as easy as having 2 WBCL a day to help lower cholesterol by up to 9%*. Our key visual tapped into the morning consumption occasion, had a simple but impactful headline and added warmth to a health issue that was most commonly viewed from a more medicinal clinical perspective. It was so well received by the Sanitarium business that the KV was used as the basis for the TVC communications as well as all other creative elements along the path to purchase.