Some UK consumers had lost sight of what makes Weetabix so special, both its functional health benefits and the emotional reassurance of starting your day right with a good breakfast. 

This presented a critical moment to realign and reassess their approach. Their solution combined decades of institutional knowledge with solid consumer research to completely realign their media strategy. The results speak for themselves: brand health metrics and consumption improved significantly.

We spoke to Lorraine Rothwell, head of brand at Weetabix to learn more on how consumer research can unlock the right strategies to drive meaningful growth in times where to win big, companies need to listen to their customers.