With the introduction of new technology the world has become increasingly fast-paced and in almost every industry there are demands to do more with less. A natural by-product of this ‘time scarcity’ is that we have to cram more into our days, something working parents feel particularly acutely. For some, it’s got to the point where there isn’t even enough time to stop and eat. And this modern condition is what Sanitarium is attempting to cash in on with its new breakfast biscuit product Weet-Bix Go.
Changes in the marketing department at Sanitarium and a desire to find more cost effective ways of promoting the smaller brands in its stable appear to be behind a decision to give a significant chunk of the New Zealand business to Assignment Group and leave Saatchi & Saatchi with the company’s big brands.
It’s represented on the breakfast table in more than half of New Zealand households and it’s been the country’s number one breakfast cereal for over 70 years. And now Weet-Bix has a new, more contemporary communications campaign, courtesy of its new agency Saatchi & Saatchi.