Weet-bix gives one Kiwi lad a breakfast of champions

There are plenty of shudder-inducing sponsorship campaigns, with brands often clutching at straws in an attempt to associate themselves with their chosen property. But a great stunt by Weet-bix gave us shudders of a positive kind by making the dreams of one rugby-mad Kiwi kid come true. 

As it says on YouTube: “A rugby-mad Kiwi kid wakes up to find a group of All-Blacks at his breakfast table. His dream day gets even better when he goes outside to find that in the early hours of the morning, his family and friends have transformed his backyard into a rugby pitch.”

The campaign was a collaboration between Sanitarium, Saatchi & Saatchi, PHDIQ and PPR. 

Update 2 May:

Here’s the release

It was like something out of the dreams of Kiwi boys everywhere, but for 10-year-old Auckland boy Bailey Paki waking up to find a group of All Blacks at his breakfast table became a reality, thanks to Weet-Bix and New Zealand Rugby. 

In the hidden camera clip, rugby-mad Bailey is stunned to wake up and find All Blacks captain Richie McCaw and his All Blacks teammates Ben Franks, Wyatt Crockett, Tom Taylor and Frank Halai eating Weet-Bix at his breakfast table. His heroes then take him into the backyard, which has been secretly transformed into a rugby pitch overnight by Bailey’s grandfather and their local community for Bailey to play in a surprise match against the All Blacks.

While many New Zealand boys dream of one day playing for the All Blacks, this talented young man has already mapped out his ascension to World Cup fame with the All Blacks in a highly detailed 16-year plan. To date, he is on track to achieving his dreams.

Saatchi & Saatchi New Zealand’s Executive Creative Director, Antonio Navas said: ”The experience of bringing Bailey’s dream day to life has been an incredible journey for everyone involved. I think we have all been a little inspired by his passion and determination along the way. Creatively, the opportunity to bring together two of New Zealand’s most iconic and loved brands together in this way was our very own dream day.”

New Zealand Rugby Chief Executive Steve Tew said it was great to see the Weet-Bix and New Zealand Rugby partnership continue to deliver quality All Blacks-moments to grassroots rugby.

“We know thousands of Kiwi kids dream of becoming an All Black, so it’s fantastic to see one great kid’s dream come alive in this touching moment. We were really happy to play our part in capturing, in this clever way, the extraordinary appeal of the All Blacks, so thanks Sanitarium.”

Pierre van Heerden, General Manager of Sanitarium Health and Wellbeing New Zealand was thrilled they could make a dream come true for such a deserving young boy.

“While Kiwi kids are Weet-Bix kids, they’re also rugby mad, so it’s fitting that we could make Bailey’s dream day happen. Weet-Bix has a long-standing relationship with New Zealand Rugby and is The Official Breakfast of the All Blacks so it’s fantastic we can work together to make dreams come true.”

The 2.40 minute film of Bailey’s Dream Day can be viewed online and will be on air on 12 May, featuring during a primetime commercial break.


Agency: Saatchi & Saatchi New Zealand
Client: Sanitarium NZ – Jessica Manihera, Kim Clark, Hayley Scott
Executive Creative Director: Antonio Navas
Creative Group Head: Nicole Sykes
Art Director: Emily Drake

Copywriter: Sarah Litwin-Schmid

Creative: Anne Boothroyd

Creative: Mike Davison
Business Director: Shelley Winsor
Account Manager: Kylie Marsh
Planner: Sarah Hodgetts

Head of Content: Jane Oak

Agency Producer: Amy Hansen

Production Company: 8com

Producer: Ivan Barg

Director: Andy Morton
DOP: Andrew Stroud

Production Designer: Shayne Radford

Editor: Jarrod Wright
Grade: Pete Ritchie/Blockhead

Online: Beryl

Sound House: Franklin Rd

Composer: Milon Williams

Media Agency: Spark Phd – Helen Brown, Fou Brown, Graeme Douglas, Jas Gierlinski

Professional Public Relations (PPR): Jessica Wiggins

New Zealand Rugby (NZR): Jen Malcolm

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