The Gate London

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying

The Challenge

Harvest Cheweee had enjoyed sustained success in the kids cereal bar sector – in fact for many years it was the largest selling bar by volume in the UK; particularly popular with parents with young children who need to fill up lunchboxes every schoolday

In recent years however, the kids snack bar market had been in decline – losing share to brands with more overt health claims and ‘breakfast on the go’ propositions. Harvest Cheweee remained stuck in the lunchbox, grouped together with sugary, childish cereal bars that Mums and Dads were increasingly reluctant to give to their children.

The Solution

Understanding that Mum and Dad feel caught between doing what’s right for the kids and what their kids will actually eat, we sought to reposition Harvest Cheweee as the chewiest harvest goodness there is in a cereal bar, and to communicate a new vision for the brand which is to be the number one choice for healthier kids snacking.

As a result we undertook a full review of all aspects of the brand – ingredients, packaging as well as creative and media strategy and the result was a cost effective, impactful TV campaign which took the animals from the new packaging such as Elephant, and Zebra – who know a good chew when they see one, and brought this chewiness, deliciousness and healthiness to vibrant life.


Since the campaign broke in 2014, Harvest Cheweee has seen an increase in rate of sale, and significant increases in net sales value in the major multiples.

Extensive social, digital and TV campaigns are planned for 2016, plus new product flavours with further reduced sugar and traffic light nutritionals on front of pack – a sector first.

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