Weet-Bix brings nostalgia to life for Aussie kids in latest campaign via 303 MullenLowe

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.

“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.

“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 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.

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. 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. Creating the kind of moments that when added up, make for a childhood that’s kind of unforgettable, and that you lean on and strive to create for your own kids. This campaign is about getting back to the roots of the brand, tapping the powerful but latent emotions people already feel and introducing a whole new generation to Weet-Bix’s potent mix of belonging, confidence and adventure.”

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.

“I cried with happiness when I was cast. 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,” Tierna said.

Sanitarium Health Food Company:
Jessica Manihera – Head of Marketing & Communications ANZ
Sarah Smyth – Senior Brand Manager, Weet-Bix
Helen Reiher – Advertising, Media & Sponsorship Manager

Creative and strategy: 303 MullenLowe
Joanna Gray – Chief Executive Officer, Sydney
Bart Pawlak – Chief Creative Officer, Sydney
Jody Elston – Chief Strategy Officer, Sydney
Adam Whitehead – Creative Director
Jonathon Bates – Group Head
Skye Lanser – Head of Production
Rachel Devine – Head of TV

Production: Photoplay
Director: Louis Sutherland
Exec Producer: Emma Thompson
Producer: Breigh Sutherland
DOP: Marty Williams

Sound & Music: Squeak E Clean Studios
Sound Design & Mix: Simon Lister
Audio Post Producer: Emma Duncan
Music Producer: Karla Henwood