Sanitarium goes back to basics in new Weet-Bix ad

Everybody knows what Kiwi kids are (Weet-Bix kids, of course) and Sanitarium’s new brand campaign for the beloved breakfast food celebrates just that. By DDB, the new TVC, ‘Simple is Good’, marks a new direction for Weet-Bix while staying true to the philosophy of simple, wholesome nutrition.

The ad shows a group of Kiwi kids as they run, skip and tumble down a hill – enjoying the simple pleasures many New Zealanders will recognise from their own childhoods.

The spot is DDB’s first piece of work for the Weet-Bix brand.

DDB chief creative officer Damon Stapleton says the new campaign is refreshing in its simplicity.

“‘Simple is Good’ touches on a shared memory for many Kiwis: fresh air, sunshine and friends. The energy and the feeling in the spot sums up the insight at the heart of the campaign. The best things in life are simple.

“It’s exciting to launch the new brand platform with our first piece of work for Weet-Bix. Our approach is centred on business growth and I’m looking forward to watching this brand grow,” he says.

Sanitarium senior brand manager Jane Grayson says she is looking forward to the ongoing launch of the new brand campaign.

“Weet-Bix is passionate about helping make health and happiness of all Kiwi kids simple. This piece, [which is]full of fun and vitality, really tells this story.”

DDB NZ secured Sanitarium’s trans-Tasman account in October last year. In January Sanitarium launched the humorous ad for its breakfast drink, Up&Go, the first work by DDB for the company.

Agency credits:

Chief Creative Officer: Damon Stapleton
Creative Director: Rory McKechnie & Brad Collett
Group Account Director: Sarah McGregor
Account Director: Katya Urlwin
Agency Executive Producer: Judy Thompson
Agency Producer: Amanda Kabel

Post Production Company: Sweetshop

Director: Dylan Pharazyn
Executive Producer: Ben Dailey
Managing Director: Fiona King
DOP: Marty Williams & Andrew Stroud
Post Production Online: Stu Bedford
Post Production Colourist: Dave Gibson
Editor: James Ashbolt


Soundtrack/composer/music: Maxwell Scott @ www.maxwellaudio.com
Sound Engineer: James Dean @ Liquid Studios

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