Sanitarium Health Food Company appoints Initiative as media agency

Following a competitive pitch, media agency Initiative has announced it has been appointed as Sanitarium Health Food Company’s media agency of record, working across the Sanitarium portfolio including iconic brands Weet-Bix, So Good and UP&GO.

Initiative’s remit includes overall responsibility for media strategy, planning and buying across all traditional media.

Melissa Fein, CEO of Initiative said her team were elated to start the year on such a high note and couldn’t wait to get their teeth into the business, and work with Sanitarium at such a pivotal time in the brand’s journey: “We are beyond excited to partner with Sanitarium, a company known for some of Australia’s most iconic brands, which each and every one of us have grown up with. We can’t wait to embed Sanitarium in our ambitious way of thinking, doing, and achieving and help take their brands to the next level.”

Says Jessica Manihera, head of marketing ANZ, Sanitarium: “We are already wholly impressed with Initiative’s strategic thinking, collaboration, and approach to our brief. Their commitment to transformative thinking impressed us and we look forward to working with the team on how this translates through their media systems and processes to take our business forward.

“We felt in safe hands right from the chemistry session and their energy was evident from the get-go. We are looking forward to achieving great things together.”

Work commences April 1st, 2023.