Wheat Art – A consumer campaign on provenance: Nexus Communications Group, UK

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PROJECT: A CONSUMER CAMPAIGN ON PROVENANCE
AGENCY: NEXUS – UK
CLIENT: WEETABIX

Project of the Year: Toronto 2010

Background

Top value brand in the UK committed to supporting British farmers – 100% of wheat used is sourced in Britain. Local sourcing is high on British media agenda.

In 2007 in conjunction with the National Farmers Union a Wheat Art competition was established and it turned into an annual competition.

Objectives

  • To confirm the position of Weetabix as the nation’s favourite breakfast cereal
  • To reinforce on-pack messaging
  • Illustrate the journey of wheat from the field to the table
  • Use Weetabix Wheat Art as a platform to communicate provenance
  • Generate local and national media coverage from entries and winners
  • Emphasise the NFU link to reinforce commitment to supporting British farming
  • Capitalise on public support for British produce to drive interest

Programme

  • Encourage farmers to use artistic flair to celebrate harvest and make bigger and better sculptures than those of 2007
  • Judging by Weetabix CEO, NFU president and artist Paul Eugene Reilly
  • Offered 2007 winners and current entrants as interviewees
  • Divide entries into the 10 ITV regions for maximum media exposure
  • 10 regional winners each received £2,000
  • Overall national winner received an additional £3,000

Tactics

  • Send letters to previous entrants to encourage re-entry
  • Contact farming colleges and groups
  • Entries via a special email account and for obtaining banners
  • Entries emailed and posted to Nexus
  • Worked with NFU to publicise competition via word of mouth, on the NFU website, in their magazine and through Twitter
  • Targeted other farming press and regional press at competition launch
  • Set up Facebook page and Wheat Art group to encourage entry
  • Uploaded entries onto Farmers’ Weekly interactive website to encourage farmers to join in

Results

  • Generated 106 pieces of coverage
  • 4 TV, 4 Radio, 2 national newspapers
  • Huge interest on Facebook, Twitter and farming blogs
  • Reached over 16 million people nationwide
  • Generated massive interest within the farming community
  • Wheat art entries featured on 17 million Weetabix cereal packs

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