Saatchi & Saatchi launches first work for Weet-Bix since winning the account in May

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Sanitarium's iconic kiwi brand Weet-Bix aims to start a new conversation with consumers as it launches its new communications campaign, the first new work to be seen since Sanitarium appointed Saatchi & Saatchi New Zealand as its agency in May.  

The TV execution, which goes to air on Sunday, tells the story of four kiwi kids riding from snow to surf all in one day in one continuous run. The proximity of Mt Lyford to the sea at Kaikoura made for a natural location and an inspirational setting.

VIEW THE SPOT

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It is supported by TV and cinema. Behind the scenes footage, including the challenging conditions the kids had to withstand to get from Mt Lyford to Kaikoura can also be viewed online at www.weetbix.co.nz.

Executive Creative Director Dylan Harrison said they wanted to find an idea that both appealed to kids, and spoke to the core values of Weet-Bix.
 
 "The story of four kids setting themselves the challenge of riding from snow to surf in one go speaks to Weet-Bix kids everywhere. They embody the 'never give up' attitude all Weet-Bix kids share, in whatever they do," Harrison said.
 
"As the campaign develops we will continue to inspire and be inspired by Weet-Bix kids setting their own challenges and achieving them."

Represented on the breakfast table in more than half of kiwi households, Weet-Bix has been New Zealand's number one breakfast cereal for over 70 years.
 
"Weet-Bix is part of the fabric that has bound New Zealand families - and kids - together for generations, and so it seemed appropriate for us to try and capture the unique attitude which most Kiwi kids share," explains Saatchi & Saatchi Group Account Director, Natasja Barclay.
 
"Nothing stops a Weet-Bix kid' speaks to the freedom, ambition and tenacity of Kiwi kids. Weet-Bix gives them the fuel in the tank to succeed while feeding their Kiwi ingenuity," she said.

Sanitarium's Nigel Chenery, Senior Product Manager for Weet-Bix and Family Cereals, said the company was very excited about this new phase in the Weet-Bix story.
 
"The new campaign really epitomises the kiwi attitude and spirit, and expresses the "Kiwi kids are Weet-Bix kids" idea in a more contemporary vein. We are confident that it will appeal to New Zealanders of all ages" Chenery said.  
 
All of the kids featured in the TVC were selected for being at the top of their game in snowboarding, but as Harrison explains, it was on the other boards that they really brought the idea to life.
 
"Mountain boarding and long boarding for the first time, there were plenty of spills. Yet in between takes, they'd just dust themselves off and get straight back into it, having a great time. On set they genuinely proved to us that nothing stops a Weet-Bix kid," he said.
 
 The Weet-Bix brand television commercial goes to air on Sunday 8 October.

 

CREDITS
 
Executive Creative Director - Dylan Harrison
Copywriter - Matt Sellars
Art Director - Cory Bellringer
Head of Content - Jane Oak
Group Account Director - Natasja Barclay
Account Director - Julia Collins

Production Company - Film Construction :
Nic Finlayson - Director/DOP
Phil Liefting - Producer
Rowan Webb - 'Making of' Director
Post Production - Digital Sparks

Audio: Franklin Rd
Mahuia - Composer

28 Comments

Not at Lunch said:

Cool. Like.

Anonymous said:

Looks like fun.

Anonymous said:

Yep, that's pretty cool. Not too overblown.

Anonymous said:

I like it, but was it took me a while to get to it as I scanned the text for Nicky Bell's quote. It's not there! Where's the bit about creating engaging experiences to build on customers preferences or what ever it is.

Is she leaving too?

Anonymous said:

Sweet spot. Nice one guys!

Anonymous said:

Like it. Makes me want to be 13 again. Without the pimples, that is.

Anonymous said:

A weet-bix ad like no other. Kids may actually relate to this. It's also a better tourism NZ ad than a tourism NZ ad.

Anonymous said:

Good. And good to see it is not panned here because it is Saatchi.

Anonymous said:

Nice. At lots of territory to move around the "Nothing stops a weetbix kid". Like it.

Anonymous said:

absolutely love it!

Anonymous said:

No.

Anonymous said:

Where's the surf?

Anonymous said:

like we said at working today, the death star is getting good, really good, daily...
watch out nick, guess you should listen to us.

Anonymous said:

How refreshing. No rugby.

Anonymous said:

allstaff@saatchi.co.nz

Everyone stop what you're doing, jump on the blog, praise our average new Weet-bix spot and rubbish the export spot.

Thanks in advance.

Anonymous said:

i like it. Feels fresh unlike the export rubish

Anonymous said:

Average, average work. Probably sounded good on paper but doesn't deliver on screen.

Anonymous said:

Ski in the morning surf in the afternoon is a very good thought for an icon NZ brand like Weetbix.

So why the standard footage-music-logo, did the budget not extend to telling that story with perhaps acting and dialogue?

Well done anyway - as a previous poster said, its fresh and no rugby.

Mikey said:

Liking this :) nice one M&C!

Anonymous said:

So much better than Ogilvy's work on the category

Anonymous said:

Great change from rugby(about time!).....nice,simple,well executed and hits the target. Good work starting to roll out from S&S...shame that Harrison is leaving.

Anonymous said:

actually makes me want to buy the product

allstaff@saatchi.co.nz said:

Ok, good work people, lets lay off the positive emails now, it is starting to look a little overdone.

Anonymous said:

Very refreshing change

Anonymous said:

It's nice that people at Saatchi had see this ad for the first time on Campaign Brief. One team one dream.

Anonymous said:

Anyone who's worked on the account (as I have) and has first hand experience dealing with the Marketing Director will know that this is sheer genius – just for getting it to air! I lovest it!

Anonymous said:


The making of content has been removed by the user. Might want to get that sorted before the campaign goes live... Oh... Wait.

Anonymous said:

I like my Weetbix with Call Of Duty. Kidzzz are extreme

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