Sanitarium Health Food Company is celebrating a “new era” for its brand, Weet-Bix, with a new campaign.
The brand has united with agency 303 MullenLowe to bring “nostalgia to life” through its new ‘Aussie kids are Weet-Bix kids’ campaign. Featuring official Weet-Bix ‘kid’, soccer player Mary Fowler, the campaign aims to reignite a love of breakfast across generations and capture the essence of what it means to be a Weet-Bix kid in Australia.
“Weet-Bix has been a staple breakfast choice in Aussie households for decades. Helping to fuel growing Aussie kids to get the most out of every day is part of the Weet-Bix legacy, with each new generation adding to the story and shaping the brand’s future,” says Sanitarium Health Food Company Head of Marketing & Communications ANZ Jessica Manihera.
“We looked right across Australia to find true, passionate, lovers of the humble Weet-Bix. Together they bring to life what it truly means to be an Aussie Weet-Bix kid and encapsulates the essence of a great Australian childhood. Their enthusiasm reflects the heart of what makes a Weet-Bix breakfast such an iconic part of growing up in Australia and, with Mary Fowler featured, seeks to inspire our Aussie kids to strive to be their best every day.”
Told through generations of everyday Australians who herald themselves as Weet-Bix kids, the campaign’s TVC culminates with Ms Fowler delivering the tagline ‘I’m a Weet-Bix kid, are you?’
“Growing up, Weet-Bix was a breakfast staple for me; it was part of my everyday routine. That’s why getting the opportunity to work with the brand feels so special. This partnership is really exciting for me and one I’m proud of,” says Ms Fowler.
In addition to the TVC, the campaign also comprises radio, online, social media, and OOH executions, plus website updates and back of pack visuals.