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Below the Line stirs up Kiwi appetite for Weet-Bix

Below the Line has developed Sanitarium’s Bix loyalty programme for the New Zealand market, lining up reward partners designing new packaging and spearheading the creative effort.

The programme is targeted at teens and young adults, who download the Bix app and scan a QR code on Weet-bix packs to redeem rewards for vouchers, products, experiences and competition entries.

Below the Line director Ghanum Taylor says a big part of the project was identifying and securing reward partners and developing relationships with them.

There are more than $1 million of rewards offered and among the partners are Hoyts, Sony, Amazon, Avanti, 2XU and Jetts. The Kiwi campaign is based on an initiative launched last year in Australia.

“Fifty percent of Kiwi households have Weet-Bix in their pantry,” says Weet-Bix senior brand manager Jessica Manihera. “However as kids get older they begin to assert their independence and mum no longer has full control over what they consume for breakfast.

“Bix reaches the youth audience through channels that are relevant to them and have high youth interaction.” As well as the programme website, available on desktop and mobile, Sanitarium has a YouTube channel for Weetbix.

The programme is supported by TVCs made by Flying Start, featruing sportspeople Tyler Bond, a Wellington Phoenix footballer, surfer Ella Williams and snowboarder Carlos Garcis-Knight.

The TVCs also help promote reward partners, filmed in Amazon retail stores, Hoyts cinemas and Jetts fitness centres. Alongside the TVCs, Sanitarium has outdoor and digital advertising, along with in-store promotion.

Credits:

Agency: BELOWTHELINE

Client: Sanitarium Health & Wellbeing NZ

Brand: Weet-Bix

Client Contact: Jessica Manihera, Cyndi Mellish

Creative Director: Lance Pennington

Account Team: Ghanum Taylor, Sarah Clearwater, Shehan Wigetillake

Writer: Helen Morgan Art Director: Lance Pennington

Production/Film Co: Flying Start

Producer: Sam McCauley

Director: Miles Murphy

Animation: Toolbox

Photography: Warren Payne

Packaging: Mark Cooper

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