Weet-Bix advertising takes a poetic turn

Weet-Bix advertising takes a poetic turn
SHARE
THIS



Weet-Bix has given an emotive twist to its latest marketing work with a poem that espouses the cereal’ s credentials as a breakfast for all Australians, not just sports stars.

The ‘Raised on Weet-Bix’ campaign, created by BWM, features a poem created by the agency’s copywriter Zac Pritchard and creative director Tom Manion.

Pritchard, the primary author of the emotionally-charged poem, is also the ad’s voice over after extensive testing failed to reveal talent who could match his authenticity.

The combination of poetry, which is an “underused technique in marketing” according to BWM’s Rob Belgiovane, and the ad’s split screen has given the Sanitarium brand a “fresh tone and manner”.

“Which is very important in the cereal category which is just full of athletes making recommendations on what they eat,” Belgiovane, the agency’s executive creative director, told B&T.

 

'Raised on Weet-Bix' poem:

To every single Aussie Born

At daytime, night-time, dusk or dawn

Born in the city or born in the country

From Margaret River to Manly, The Simpson to The Daintree

No matter if you’re born a boy or a girl

If you want to lead the playground or take on the world

Whether you like surfing, or you’re a mathematician

If you’re really funny, or good in the kitchen

If you dream of being famous, or you’re just working hard

If you play in the stadium, or the backyard

From the moment you can stand, or even sit

Every Aussie’s raised a Weet-Bix Kid.

 

While sports stars still play a role in the campaign, Weet-Bix has a number of ambassadors including Socceroo Tim Cahill, they aren’t the heroes of this execution.

“It is about who we are as Australians not just about elite athletes,” Belgiovane said.

“This campaign wanted to be accessible to people who may not be elite athletes… maybe they want to be a great drummer or a great singer, so we ventured into the arts a bit more to try and capture things people are interested in beyond Olympic sports.”

Cahill and fellow Weet-Bix kid surfing champion Mikey Wright are profiled as part of the campaign alongside everyday Australians.

The campaign, which launched in time for Australia Day, includes a “robust” digital push which will ask fans to talk about how they were raised on Weet-Bix.

This social interaction will feature in the campaign’s second stage, which Belgiovane described as “quite exciting”.

“The development of it will be driven by getting direct involvement through social media,” he said, but declined to comment further.

Sanitarium’s general manager of marketing, Daniel Derrick, said: “Weet-Bix has been a trusted and iconic Australian breakfast since 1928. Through Raised on Weet-Bix we are celebrating the individuality of all Australians, whilst acknowledging a national breakfast that unites millions of us every day, each enjoying Weet-Bix in their own particular way.”

To see more of the 'Raised by Weet-Bix' TV work click here.

CREDITS: CLIENT: Sanitarium AGENCY: BWM PRODUCTION COMPANY: Stink London DIRECTOR: Brent Harris

Please login with linkedin to comment

Latest News

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin
  • Advertising

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin

Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]

Apple Set To Bundle Subscription Services
  • Technology

Apple Set To Bundle Subscription Services

Apple unveils latest initiative that is rumoured to have come to Tim Cook while he was scooping the leaves in his pool.

by B&T Magazine

B&T Magazine
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
  • Campaigns

SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat

SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]

by B&T Magazine

B&T Magazine
Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine