Brief Description: With an array of almost 300 different cereals to choose from, by 2005 plainer cereals such as Weetabix were suffering by being less ‘exciting’ than the newer entrants. The paper reveals how ‘Weetabix Week’ transformed the plainness of Weetabix from a product barrier to a benefit by showcasing how the subtle taste was the ideal companion for a range of toppings such as fruit, yoghurt, honey, nuts and more. The campaign was able to incorporate trends such as ‘superfoods’, including blueberries and brazil nuts and the Government’s ‘5-a-day’ initiative. The campaign brought over 100,000 new users into the brand and increased rate of purchase amongst existing consumers from 1.9 times a year to 2.4; ---(TAGS)--- Full Title: The Weetabix Week : Turning a barrier into a benefit; Number: 2007/47; Brand: Weetabix; Client: Weetabix; Product Category: Food (Cereals); Agency: WCRS; Author: Giselle Okin, Roisin Robothan-Jones; Prize Winners: Bronze (Adworks ref: Advertising Works 16 Summary)