WEETABIX GOING BACK ON THE AIR
By Adnews Staff
After a two-year hiatus from advertising, Weetabix of Canada has decided to get back into the game, primarily with television. The company hired Anderson Advertising earlier this month to handle Weetabix and Alpen cereals. The budget for the account will be at least $1 million. Two years ago Weetabix parted ways with the Wolf Group of Toronto and focused on consumer promotions handled in-house. However, Weetabix decided to hire an agency this year because the sales promotion job was getting to be too much to handle and the company wanted to get back into media advertising to make the brands grow, general manager John Stalker told Adnews this week. The Toronto agency was given the business because of its "strategic and executional creativity, the extent of its communications resources and the way the agency works with its clients as a full marketing partner," Stalker says in a release. A TV campaign will be launched in the spring or early summer.