Weet-Bix is back to remind Aussies why it’s such a darn popular breakfast cereal with a new campaign from Gemba.
The social-led campaign, ‘King of the Six’, asks cricket fans to guess who will hit the most sixes during the KFC Big Bash League, which kicks off this evening, for their chance to win all the good stuff.
The centrepiece of the campaign is a giant ‘Willow Throne’ constructed out of bats, stumps and balls.
Online video content features BBL stars Steve Smith, Aaron Finch, George Bailey and Glenn Maxwell all laying claim to their rightful place on the throne as the Weet-Bix ‘King of the Six’.
Gemba was appointed as Sanitarium’s sponsorship strategy and activation agency in July 2015, with this foray its first campaign for the flagship Weet-Bix brand.
’King of the Six’ is the perfect way to leverage our support of the KFC Big Bash League. As the name suggests, the BBL is all about big hitting and this campaign highlights that in a way that engages fans on a number of levels,” Sanitarium brand manager Weet-Bix Alex Garas said.
“Gemba really has hit this one out of the park.”
Gemba executive creative director Boyd Hicklin added, “In 2015-16 we had the opportunity to build on the success of the Weet-Six campaign that Sanitarium ran last season, and make their communication bigger and better.”
More than three million packets of Weet-Bix recently hit the shelves across the nation promoting the competition which runs until 4 January 2016, with the winners announced during the Big Bash Grand Final on 24 January.
The campaign will run across social media, on-pack, in-broadcast and in stadium.