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Moving toward a sustainable future: The innovation and transformation of the food industry

Kees Kruythoff

chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

Weetabix set for digital revamp that will revamp its sites and CRM plans

Weetabix is looking to breathe new life in to its digital offering and has appointed The Real Adventure Unlimited to develop and implement a new strategy and redesign a number of its product websites.

The agency will work with Weetabix to better connect consumer touch points across its brands which include Alpen and Weetabix On The Go breakfast drinks, as well as introduce an integrated CRM to strengthen loyalty, frequency and brand advocacy.

Initially, the brief includes the design and rebuild of four websites – Weetabix corporate, and consumer brand sites for Weetabix, Alpen, and Weetabix On The Go.

Rich Lawrence, head of brand at Weetabix said: "With their innovative approach to data, technology and creative, we are very confident The Real Adventure Unlimited has the skills and expertise we need, and we’re looking forward to getting started."

Data collection and segmentation will form a key part of the strategy and execution, with a view to encouraging consumer engagement during a six-month CRM pilot.

Weetabix was bought by Shanghai firm Bright Food in 2012 and the company took a 60 per cent stake in the once family-owned business.