In this one-hour interactive webinar Richard Michie, Managing Director of The Marketing Optimist, talked to Gareth Turner ex-head of marketing for Weetabix, about his thoughts on marketing for big household brands, relationships with agencies and his philosophy on creating space for innovation in marketing.
Find out the story behind Weetabix’s 2 billion impressions viral tweet “Beenz on Bix” and how, as part of a bigger plan, Weetabix increased their sales from £8.7m (6%) to £153.3m over the year, while Heinz Beanz sales grew by £25.9m (12.8%) to £229.2m [Nielsen]. We also talked about bravery in marketing and Gareth’s philosophy of “Yes, if” which helps him ensure his team can be creative within the scope of possibility.
The infamous Beanz on Bix Tweet
Why should bread have all the fun, when there’s Weetabix? Serving up @HeinzUK Beanz on bix for breakfast with a twist. #ItHasToBeHeinz #HaveYouHadYourWeetabix pic.twitter.com/R0xq4Plbd0
— Weetabix (@weetabix) February 9, 2021
And the impact it had…
Gareth Turner – Founder Big Black Door
Gareth Turner is the former Head of Marketing at Weetabix, where he oversaw the long-term brand strategy for the nation’s favourite cereal. He has over 23 years’ experience working within food and drink and has also had the pleasure of leading the marketing for household name brands like John Smith’s, Bulmers, Lurpak, and Arla in local and global roles. He’s passionate about working in brand led organisations with a long term, strategic approach to brand building, mixed with a good dash of bravery.
Now Gareth runs Big Black Door, a marketing consultancy which offers senior marketing leadership experience to businesses who want to supercharge their growth.
Richard Michie – Managing Director of The Marketing Optimist
Richard is the founder of The Marketing Optimist and has 20 years of marketing experience. He’s great at taking complex marketing problems and cutting right through to the core of the issue. Not one to hang around, he likes to begin creating and testing strategic marketing plans immediately, so that he can begin to generate a return on investment quickly.
