B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • Thinkerbell
  • B&T Women in Media
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: POP Agency To Launch Weet-Bix Gluten Free
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > POP Agency To Launch Weet-Bix Gluten Free
Media

POP Agency To Launch Weet-Bix Gluten Free

Michaela Rath-May
Published on: 1st October 2014 at 9:48 AM
Michaela Rath-May
Share
3 Min Read
SHARE

Creative communications agency POP has expanded its portfolio of food and drink clients with the addition of Aroma Coffee, and the launch of Weet-Bix Gluten Free.

Australian brand Sanitarium selected POP to engineer the launch after being presented with a combined activation strategy with parent company BWM.

Ashley Douglas, director of The POP Agency, said: “We knew Weet-Bix Gluten Free would grab the attention of Australian consumers and we wanted the launch to reflect that. We wanted to harness Sanitarium’s vision and brand visibility to create something unforgettable.”

Working alongside advertising agency BWM, POP has delivered an integrated launch across digital, traditional and social platforms.

Alex Garas senior brand manager, Weet-Bix at Sanitarium said: “POP understood our audience and has created a launch that speaks directly to them. This product breaks the mould in the Australian food market and POP was able to capture that with their ideas for the launch.”

The expertise that won The POP Agency the Weet-Bix account has also been recognised by boutique roasting house Aroma Coffee.

POP was approached directly by Aroma Coffee after they won Roaster of the Year Award at the International Coffee Championships in Melbourne.

Aroma Coffee

POP created a social and traditional media strategy to capitalise on the award and the company’s unique cultural and environmental assets in order to build brand awareness.

Ashley Douglas said: “Being approached by Aroma directly was a real gesture of confidence on their part, and we’ve been working very closely with Gavin Gam, the Managing Director, to help his business grow.

“We understand what it takes to build a brand and are committed to developing Aroma’s popularity,” she said.

These wins bolster The POP Agency’s existing food and beverage client expertise. As the agency for clients including the Grains and Legumes Nutritional Council, Sydney Fish Market and Fruit Juice Australia, POP has a proven record of strong, innovative campaigns in the food and beverage sector.

The POP Agency launched in February and is part of the BWM Group.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Adelaide, Analytics, Apple iPhone, Breakfast, Instagram ads, Jules Hall, WildCard Challenge
Share
By Michaela Rath-May
Follow:
Michaela Rath-May is a graduate of Charles Sturt University with a Double Bachelor Degree in Public Relations and Business. She has three years of experience in communications, marketing and public relations roles. Michaela currently works as a Producer at The POP Agency, and has previously held communications and marketing roles at Lend Lease, the Cancer Council NSW, the Sydney Junior Winter Cricket Association, CSU Green and Barnardos Australia.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?