Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
SHARE
THIS



This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts.

Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls.

WB 90th Social Post

From Kalgoorlie to Kiama, Bowen to Broome and Darwin to Devonport, Aussie kids have always been proud to call themselves Weet-Bix kids, wearing the title like a badge of honour – a quintessential expression of what it means to be Aussie.

While the 1985 ‘Aussie kids are Weet-Bix kids’ jingle is forever etched on our nation’s psyche, phrases like ‘Hope he’s had his Weet-Bix’, ‘Breakfast of champions’ and ‘How many do you do?’ have also stood the test of time.

While the original Weet-Bix recipe has remained largely unchanged, the way Australians consume has had a modern day makeover and no two family members or friends go about it quite the same way.

These days alongside the classic ‘drowned in milk’ approach, Aussies love piling them high with fruits, nuts and seeds, smashing them into smoothies, smothering them with spreads and even dipping them in yoghurt.

Served hot or cold – good either way.

But of course the age-old battle lines remain drawn – do you do them crunchy or soggy?

WB 90th Birthday  KV_Poster1

That was the insight behind the new campaign that invites Australians to join the Weet-Bix 90th birthday celebrations.

No two Weet-Bix eaters are the same, so why should their bowls be?

To celebrate the 90 year milestone and create in store theatre and excitement, Sanitarium has released a limited edition collection of Weet-Bix birthday packs, featuring 58 of today’s most popular names.

From Zoe and Sam, to Ruby and Oliver, Mum and Dad, and even Nan and Pop, the distinctive birthday boxes can now be found on supermarket shelves throughout the country until late November or until stock runs out.

But the fun doesn’t stop there, as Weet-Bix senior brand manager Alex Garas explains.

“Few brands enjoy the relationship with generations of Australian families like we do – the Weet-Bix brand is in almost half of all Australian homes.

“We’ve always been about simple goodness – wholesome nutrition that the whole family can enjoy. And for 90 years we’ve been right there with them at breakfast.

“It’s a real privilege so we wanted to do something extra special to say thank you – thank you for trusting us with getting your family off to a great start every morning.

“That’s why we are giving 30,000 Aussies the opportunity to get their hands on a 90th birthday Weet-Bix bowl personalised with their name on it available for order here.”

Weet-Bix_Blue-Box_575g_90th_Pack 3D

Garas add this is no ordinary breakfast bowl: “We share the frustration of Weet-Bix fans who have to break their ‘bix’ to fit them into standard cereal bowls.

“Our birthday bowl will give our fans plenty of room to respond in signature style when someone next asks ‘How do you do yours?’” he said.

The Mix Agency strategy director Shannee Wee said: “We wanted to not only help Weet-Bix celebrate a milestone but also to reward consumers with something that would play a functional role in their daily routine.

“What better way to start the day than a couple or more “bix” in your very own bowl.

“We felt the concept of a personalised bowl was not only synonymous with breakfast and the brand but also something that every Mum would want to collect for her whole family, while still being relevant to young adults who grew up with the brand.

“It was fantastic to collaborate with our agency partners to bring to life this campaign for Weet-Bix,” Wee added.

The campaign will be supported by an integrated retailer shopper marketing and brand owned digital and social campaign as well as PR.

To find out more click here.

 

Please login with linkedin to comment

birthday campaign naming Sanitarium Weet-bix

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]