Sanitarium has launched a new campaign for its nearly 100-year-old Weet-Bix brand, featuring Australian footballer Mary Fowler.
The Aussie Kids are Weet-Bix Kids campaign, developed by advertising agency 303 MullenLowe, highlights generations of Australians who have grown up with Weet-Bix, culminating in Fowler delivering the brand’s well-known tagline: “I’m a Weet-Bix Kid, are you?”
Jessica Manihera, Head of Marketing & Communications ANZ for Sanitarium Health Food Company, said 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.”
The campaign’s television commercial (TVC), directed by award-winning filmmaker Louis Sutherland, is supported by radio, online, social media, out-of-home advertising, and updated packaging.
Fowler, who represents the Matildas and Manchester City, expressed her excitement about the collaboration.
“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.”
Jody Elston, Sydney’s Chief Strategy Officer at 303 MullenLowe, said the campaign seeks to return to Weet-Bix’s cultural roots.
“Being a Weet-Bix kid is about so much more than what you choose to eat for breakfast. It’s about filling up on the energy and confidence to embrace the possibilities that lie ahead.”
Sanitarium hopes the campaign will resonate with long-time Weet-Bix fans while introducing a new generation to the brand.
“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,” Manihera said. “Our new ad captures that essence beautifully.”
The campaign also features 10-year-old Tierna O’Reilly, who was cast in the TVC before relocating to New York.
“I cried with happiness when I was cast,” she said. “From being in the Weet-Bix commercial, I am trying to get into the top performing arts school in New York and hope to become a famous performer on Broadway or in Hollywood movies.”
The campaign is now live across multiple platforms.
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