Weet-Bix hits it out of the park with ‘King of the Six’ promo campaign for cricket fans via Gemba

Weet-Bix has taken to the long handle with the launch of ‘King of the Six’, its latest campaign via Gemba.

The social-led campaign asks cricket fans to guess who will hit the most sixes during the KFC Big Bash League which kicks off tonight for a chance to win cash and prizes.

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The centrepiece of the campaign is a giant ‘Willow Throne’ constructed out of bats, stumps and balls.

Online video content features BBL stars Steve Smith, Aaron Finch, George Bailey and Glenn Maxwell all laying claim to their rightful place on the throne as the Weet-Bix ‘King of the Six’.

More than 3 million packets of Weet-Bix recently hit the shelves across the nation promoting the competition which runs until 4 January 2016, with the winners announced during the Big Bash Grand Final on 24 January.

Gemba was appointed as Sanitarium’s sponsorship strategy and activation agency in July 2015 and this is their first campaign for the flagship Weet-Bix brand.

Says Alex Garas, Sanitarium brand manager Weet-Bix: “‘King of the Six’ is the perfect way to leverage our support of the KFC Big Bash League. As the name suggests, the BBL is all about big hitting and this campaign highlights that in a way that engages fans on a number of levels. Gemba really has hit this one out of the park.”

Says Boyd Hicklin, executive creative director, Gemba: “In 2015-16 we had the opportunity to build on the success of the Weet-Six campaign that Sanitarium ran last season, and make their communication bigger and better.”

The campaign will run across social media, on-pack, in-broadcast and in stadium.

Client: Sanitarium

Senior Marketing Consultant Todd Hewitt