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 Fluxx worked 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.