Sanitarium launches ‘Every Aussie’s raised a Weet-Bix Kid’ campaign via BWM Sydney

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Weet-bix-kid-1.jpgSanitairum has launched a new campaign via agency BWM, Sydney led by a TVC directed by Brent Harris via Stink London.

The advertising campaign launches across Australia this week on television and online. The spot features this poem, written by BWM copywriter Zac Pritchard, who also provided the voice-over:

To every single Aussie born

At daytime, night-time, dusk or dawn

No matter if you’re a boy or a girl

If you want to rule the playground or take on the world

Whether you like surfing, or a mathematician

If you’re really funny, or good in the kitchen

If you dream of being famous, or you’re just working hard

If you play in the stadium, or the backyard

From the moment you can stand, or even sit

Every Aussie’s raised a Weet-Bix Kid.

The campaign profiles everyday Australians, alongside professional athletes and proud Weet-Bix kids, socceroo Tim Cahill and surfing champion Mikey Wright.

On being raised on Weet-Bix, Tim Cahill says: “Weet-Bix has been a huge part of my life for decades. I grew up eating Weet-Bix with my parents and my siblings, we all still enjoy our Weet-Bix today. Whenever I am back in Australia I take a supply of Weet-Bix back to New York with me to ensure my four children are also raised as Weet- Bix kids! To make the most out of every day and be the best you can be, you must start the day with a wholesome breakfast and Weet-Bix meets those needs – no matter how you like them served or how many you do!”

Adds Sanitarium General Manager – Marketing, Daniel Derrick: “Weet-Bix has been a trusted and iconic Australian breakfast since 1928. Through Raised on Weet-Bix we are celebrating the individuality of all Australians, whilst acknowledging a national breakfast that unites millions of us every day, each enjoying Weet-Bix in their own particular way.”