Sanitarium Health Food company is celebrating a new era for its iconic, nearly 100-year-old brand, Weet-Bix. The power brand has united with 303 MullenLowe to bring nostalgia to life through its new Aussie Kids are Weet-Bix Kids campaign. Featuring official Weet-Bix Kid 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.
The new campaign is the creative brainchild of agency 303 MullenLowe, under the direction of Sydney CEO Joanna Gray, whose team was trusted to capture the essence of Weet-Bix and help shape the next era of the brand’s communication.
303 MullenLowe Sydney Chief Strategy Officer Jody Elston said: “303 MullenLowe is proud to be kicking off a new creative partnership with Sanitarium with a return to the platform that made Weet-Bix famous, and that still has strong cultural ties with Australians across the generations.”
“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,” said Jessica Manihera, Head of Marketing & Communications ANZ for Sanitarium Health Food Company.
Told through generations of everyday Australians who herald themselves as Weet-Bix kids who live life in the moment, the campaign’s TVC culminates with one of Sanitarium’s Weet-Bix Ambassadors, soccer star Mary Fowler, delivering the iconic 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,” Mary shared.
In addition to the TVC, the campaign also comprises radio, online, social media, and OOH executions, plus website updates and back of pack visuals. The TVC was directed by award-winning filmmaker Louis Sutherland, and produced by production company, Photoplay.
“It’s not just our brand ambassadors who are Weet-Bix kids; many of our consumers also claim and celebrate the status with immense pride and passion. Our new ad captures that essence beautifully, and will no doubt reignite the magic of a Weet-Bix breakfast for many, while enticing many new consumers to fuel their day with Weet-Bix too,” said Jessica Manihera, Sanitarium’s Head of Marketing & Communications.
Having relocated to New York since filming the new commercial, 10-year-old Tierna O’Reilly says she hopes being a Weet-Bix Kid will be life-changing for her.
