It's represented on the breakfast table in more than half of New Zealand households and it's been the country's number one breakfast cereal for over 70 years. And now Weet-Bix has a new, more contemporary communications campaign, courtesy of its new agency Saatchi & Saatchi.
The campaign, the first piece of work to be released since Saatchi & Saatchi won the account in May, aims to start a new conversation with consumers, and Saatchi's has kicked things off with a pretty cool little South Island adventure that was shot by Film Construction.
“Weet-Bix is part of the fabric that has bound New Zealand families—and kids—together for generations, and so it seemed appropriate for us to try and capture the unique attitude which most Kiwi kids share,” says Saatchi & Saatchi group account director, Natasja Barclay. “'Nothing Stops a Weet-Bix Kid’ speaks to the freedom, ambition and tenacity of Kiwi kids."
The TV execution tells the story of four Kiwi kids riding from the snow at Mt Lyford to the surf in Kaikoura all in one day and in one continuous run.
“They embody the ‘never give up’ attitude all Weet-Bix kids share, in whatever they do,” says soon to depart executive creative director Dylan Harrison. “As the campaign develops we will continue to inspire and be inspired by Weet-Bix kids setting their own challenges and achieving them.”
All of the young daredevils featured in the TVC were selected for being at the top of their game in snowboarding, but Harrison says it was on the other boards the Weet-Bix kids mentality shone through.
“Mountain boarding and long boarding for the first time, there were plenty of spills. Yet inbetween takes, they’d just dust themselves off and get straight back into it, having a great time."
Sanitarium’s Nigel Chenery, senior product manager for Weet-Bix and Family Cereals, says the new campaign "really epitomises the Kiwi attitude and spirit, and expresses the 'Kiwi kids are Weet-Bix kids' idea in a more contemporary vein".
"We are confident that it will appeal to New Zealanders of all ages."
The TV campaign, which goes to air on Sunday, will be supported in cinema and outdoor. Behind the scenes footage will also be able to viewed online at www.weetbix.co.nz and on YouTube.
Saatchi & Saatchi:
Executive Creative Director – Dylan Harrison
Copywriter - Matt Sellars Art Director – Cory Bellringer
Head of Content – Jane Oak
Group Account Director – Natasja Barclay
Account Director – Julia Collins
Production Company – Film Construction
Nic Finlayson – Director/DOP
Phil Liefting – Producer
Rowan Webb - ‘Making of’ Director
Audio: Franklin Rd
Mahuia – Composer