There are several ways to get viral on Twitter: launch a chickenburger fight, stage a legal battle with a rival supermarket, respond angrily toPiers Morgan's angry tweet, or become a particularly divisive US president.
Weetabix, on the other hand, sparked controversy on social media inFebruary when it suggested that consumers put baked beans on its wheat-basedbreakfast biscuits instead of bread. The tongue-in-cheek tweet went viral, prompting sarcastic responses from firms like Specsavers, Ford UK, and the NHS.
According to Gareth Turner, head of brand, such work has resultedfrom the company actively cultivating a culture of bold thinking by creating"brave places" for employees to discuss "any hare-brained idea" they may have with a member of the leadership team.
Weetabix has also adopted a "yes, and" attitude ratherthan saying "no" to new ideas, according to Turned, which encouragesthe marketing team to seek for the benefits in any pitch and encourages them to take risks.
Turner noted yesterday (9 June) during the Festival of Marketing:Fast Forward, in a session provided by Marketing Week's sister brandOystercatchers, that "we've made brave work happen by striving to create an environment where it feels less brave and less bold."
“What's the worst that could happen if we send out a tweet aboutbeans on Weetabix?” It's just marketing; we're not talking about world peace.It's a little amusement.”
According to Turner, the brand's long-term growth goal can be brokendown into only three aspects, all of which focus on making things simple forthe user. Weetabix must be simple to think of, purchase, and consume.
He stated, "Innovating its communication strategy is part ofbecoming easier to think of." In addition to the infamous beans tweet,Weetabix has developed a policy of reacting to major British events with a comedic tone of voice in an effort to remain "connected" with customers.
For example, the brand used social media to respond to the reopeningof salons following the closure and, most recently, Boris Johnson's selectionas Prime Minister.
According to Turner, this method, when combined with high-frequencytelevision advertising, has resulted in a 40 percent rise in spontaneous brandawareness in the last year.
The new tone of voice was developed in collaboration with BBHLondon, Weetabix's long-time creative agency partner. The brand's new tone ofvoice will be used even more in the future, according to strategy director Emily Rule, who has seen that consumers expect a "word and a wink" from Weetabix when something significant in British life occurs.
“We believe this tone will serve as a lovely bridge into moreculturally focused moments in the future, as well as a secret weapon for thebrand in promoting long-term brand growth,” she said.
“This has provided us a huge opportunity to create that extra mentalavailability that is so crucial in driving up spontaneous awareness, which willhelp us drive up penetration and then obviously boost consumption frequency in the long run.
“So, keep an eye on this site for more unexpected and playfulWeetabix moments when you least expect it.” mark