- Ad spend by the top cereal brands was down 24.1% [Ebiquity y/e 30 April 2013]. But that doesn’t mean the big brands are spurning ads, just that they’re running targeted and seasonal campaigns. A case in point is Oats So Simple, which doesn’t rank in the top 10 for spend because it only advertises in colder weather.
- Special K’s ad spend was down 34.4%, but it is back on TV for summer with a major new campaign. And spend for Rice Krispies and Coco Pops is growing now both have Ofcom-approved new recipes.
- Notable online campaigns include Weetabix’s recent Vine videos to promote its on-the-go biscuits. “We were able to reach over 262,000 people and saw a five-time uplift in [Twitter] fan numbers,” it says.
Focus on Breakfast: Bed or breakfast?
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Seasonality drives much ad spend