Sanitarium : YouTube
Engaging a New Generation of Weet-Bix Kids
Weet-Bix, Australia’s favourite breakfast cereal, ran a campaign featuring tennis pro Alex De Minaur and cricket stars Ellyse Perry and Marnus Labuschagne to inspire and reach the next generation of Weet-Bix kids.
Objectives
The campaign focused on capitalising on the excitement of Summer cricket and The Australian Open to increase visibility, relevance, and engagement.
Strategy & Execution
Weet-Bix and Connected embarked on a multichannel marketing strategy that included:
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Contextual Targeting: Focusing on sports events related to the target market and to the Weet-Bix ambassadors – the campaign utilised contextual placements to ensure relevance and impact.
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Integrated Channels: The strategy encompassed Digital Video and Display advertising, complemented by Out-of-Home (OOH) placements to create a strong brand presence.
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Timed Activation: Creative featuring tennis star Alex De Minaur was specifically timed to coincide with the Australian Open, optimising exposure when and where audience interest was at its peak.
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OOH Focus: During the week of 16–23 January the campaign featured 23 OOH digital panels located strategically around Melbourne and the Australian Open.
Results
- The Ambassador campaign contributed to Weet-Bix’s exceptional media performance across that period*
- The Ambassador campaign contributed to Weet-Bix’s YoY sales growth*
*Sources: Analytics Partners data.
