Shredded Wheat Original
sales promotion

Creating Endless Possibilities at breakfast and beyond

Shredded Wheat Original purchases were declining. Post wanted to fuel growth and help change the opinion of occasional/non-users. Many found the product to be heavy, dense, hard and plain with no flavour and dry. Many also found the big-biscuit format unusual and saw it as a detractor.

SOLUTION

Armstrong worked alongside Post’s digital media agency to engage new users and inspire current users to eat more frequently. We believed that Original Shredded Wheat would lend itself to customization. In fact, it has the highest usage of added fruit, added sugar and hot milk relative to competitive brands and the category.

The Endless Possibilities microsite and promotion positioned Original Shredded Wheat Big Biscuit as the perfect blank canvas and encouraged consumers to try it in a variety of fresh new ways, then share their masterpieces on social for a chance to win healthy prizes and product coupons.

Results

Shredded Wheat Original had an average dollar volume increase of 10% during the promotion. It was the only Post cereal brand with a positive dollar volume change vs. the previous year.

Shredded Wheat Original
sales promotion

Creating Endless Possibilities at breakfast and beyond

SOLUTION

Results

contct

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