Mr Motivator but now … MRS! The female power. The brief was to turn up the surreal vibes and create heavyweight, ‘memeable’ content.
Whitworths’ reputation as a baking ingredient business in a commoditised and increasingly dreary category was hampering growth, and their platform of ‘health’ didn’t bear scrutiny.
By repositioning how the business saw the business - from an ingredient co-packer with a disparate and challenging portfolio, to a ‘nutrient powerhouse’ - we reframed the entire purpose of the organisation and the people working there; one focusing on the importance of nutrition to improve physical and mental wellness.
By putting the brand on a platform of something deficient in most of the Nation’s diets, we unlocked millions of incremental usage occasions - identifying simple changes people can make to their daily eating habits. We were also able to unify and celebrate Whitworths’ existing portfolio whilst providing a clear nutritional pathway for future innovation, category leadership and comms.
The campaign was a mix of the following elements;
- TVC
- OOH Proximity AD
- FSDU
- At shelf
“We needed a strategy framework that could be applicable for everyone from the CFO to the forklift truck driver. I have every confidence that the team will meet the targeted £30m incremental EV in 3 years." Whitworths CEO
What it did
Internal operationalisation of the business transformation, along with a consumer launch programme that included TV advertising, PR, sampling, events, shopper marketing and an award-winning new pack design, all contributed to double-digit sales growth and a return to pre-tax profits.
