Weet-Bix touches, holds and engages with record-attempting stunt

  • Marketing
  • July 17, 2011
  • StopPress Team
Weet-Bix touches, holds and engages with record-attempting stunt

As the Rugby World Cup edges ever so closer, there's clearly no shortage of rugby-orientated marketing and promotion campaigns to be had. Sanitarium's latest ploy is no exception, with the company last week finding the  time to embark on setting a new Guinness World Record for the world’s largest rugby scrum.

While the company has been busy recently splitting up its brands across Assignment Group and Saatchi & Saatchi, earlier this year it engaged with Beat Communications to help launch it’s 100% All Black campaign, resulting in last week’s scrum attempt. So, how did the record breaking attempt go? Well, 202 kids later, it looks as if they achieved their record-breaking goal.

Experiential partners Fluxxworked with Beat and Sanitarium to activate the stunt and amplify the event through TV, radio and press media channels. All Blacks Jimmy Cowan, Israel Dagg, Hosea Gear, Colin Slade and Adam Thomson were on hand to give the junior rugby players some professional assistance in their world record attempt.

It’s all about tapping into New Zealand’s passion for rugby, according to  Weet-Bix senior brand manager Nigel Chenery.

“We know how passionate Kiwis are about rugby and the All Blacks, so we came up with an idea that harnessed their enthusiasm and proved that nothing stops a Weet-Bix kid. It was great seeing the kids get up close and personal with their All Black heroes,” he says.

In spite of Sanitarium’s decision to split its brands across Saatchi & Saatchi and Assignment Group, Saatchi & Saatchi has retained the Weet-Bix account and has produced a number of TVC’s as part of the Sanitarium All Blacks campaign.



This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Is consolidation the way of the future?

  • Advertising
  • January 18, 2019
  • Caitlin Salter
Is consolidation the way of the future?

The tail end of 2018 brought with it some major announcements between media companies and the booming out-of-home market. Nearly two months since NZME and Go Media enacted their partnership and MediaWorks and QMS Media announced their proposed merger, we have a chat with media agencies to see whether the latest developments are a sign of things to come.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit