Sanitarium Weet-Bix has unveiled its newest ambassador, naming 2023 World Rugby Player of the Year and New
Zealand All Black, Ardie Savea, as an official Kiwi Weet-Bix Kid.
Ardie and the much-loved brand have united with 303 MullenLowe – part of Attivo, a marketing services group with
offices in New Zealand, Australia and the U.S. – to bring nostalgia to life through a new Kiwi Kids are Weet-Bix Kids
creative campaign. It aims to reignite a love of breakfast across generations and capture the essence of what it
means to be a Weet-Bix kid in New Zealand.
“I’ve eaten Weet-Bix virtually all my life and it’s such an honour for me to be an ambassador and named a Weet-Bix
Kid. I hope that I’ll be able to inspire the next generation of Rugby players and youth to do good both on and off the
field,” said Ardie Savea.
I feel blessed and grateful to have formed this partnership, to be the latest Kiwi to feature on the iconic red and blue
box and in the new ad. Kiwi Kids are Weet-Bix Kids – it’s part of our country’s DNA – and it inspires me to see how
proud my kids are that I’ve partnered with a company like Sanitarium that does so much good in our local
communities. My kids love the new ad and I hope other Kiwi kids across the generations will re-live their childhood
moments that were fuelled by a Weet-Bix brekkie when they see it too like I did!”
Told through generations of everyday New Zealanders who herald themselves as Weet-Bix kids and are seen living life
in the moment in our beautiful country, the campaign’s TVC culminates with Ardie proudly delivering the iconic
tagline ‘I’m a Weet-Bix Kid, are you?”
“For me, this is not only a product endorsement, this is a like-minded partnership. I see being a Sanitarium Weet-Bix
Kid and Ambassador as bringing the perfect balance to my commitment on the field, and my strong desire to do
good, serve people and inspire Kiwi youth to a healthy and productive life,” Ardie said.
“I’m a proud Kiwi and am proud of what I have achieved in my Rugby career. I started where every young kid who
eats Weet-Bix today did, with a bowl of Weet-Bix and dreams to make something of myself. It takes more than a bowl
of Weet-Bix to make dreams come true of course, but it’s the perfect base to help give kids a nutritious start and the
energy they need to chase their dreams from breakfast and beyond.”
National Marketing Manager for Sanitarium, Peter Davis, says the new campaign has truly captured what it means to
be a Kiwi Weet-Bix kid.
As the ad shows, being a Weet-Bix Kid is about so much more than what you choose to eat for breakfast. The humble
Weet-Bix has fuelled generations of unforgetable moments – moments that, when added up, make for a childhood
and life that’s kind of unforgettable. We lean on those moments for the rest of our lives and strive to create the same
for our own kids – one bix at a time.”
“Weet-Bix has been a staple breakfast choice in Kiwi households for decades. Thousands of Tamariki are part of the
Weet-Bix legacy, with each new generation growing the story and helping shape our iconic brand’s future. We hope
the new ad will reignite the magic of Weet-Bix breakfast for many, and the possibilities it can fuel,” Peter said.
The new campaign is the brainchild of creative agency 303 MullenLowe, under the direction of CEO Joanna Gray,
whose team was trusted to utilise its strong trans-Tasman capabilities and experience to capture the essence of
Weet-Bix, and help shape the next era of the brand’s future.
“Weet-Bix has strong cultural ties with Kiwis and we’re honoured to be partnering with Sanitarium to inject new
relevance. This campaign is all about getting back to the roots of the brand, tapping into the powerful but latent
emotions people already feel while introducing a whole new generation to Weet-Bix’s potent mix of belonging,
confidence and adventure,” said 303 MullenLowe Chief Strategy Officer Jody Elston.
The TVC was directed by award-winning Kiwi filmmaker Louis Sutherland, and produced by Trans-Tasman production
company, Photoplay.
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 new campaign commenced broadcast from Sunday January 26.