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.
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
Brand Manager Alex Garas
Advertising Manager Australia Sharon Green
Marketing Assistant Brooke Bugelli
Agency: Gemba
Executive Creative Director Boyd Hicklin
Producer Murray Sestak
Copywriters Boyd Hicklin & Shaun Conroy
Art Director Warren Michael
Designer Felix Jong
Studio Manager Melissa Lane
Director & Head of Marketing Andrew Condon
Senior Account Director Clare Stewart-Hunter
Account Manager Penny Triggs
Senior Marketing Consultant Todd Hewitt
2 Comments
Chris Lynn will easily win and hit the most sixes by the end of the BIGBASH05 tournament.
Glenn Maxwell will hopefully take out the competition as I believe he is a constant player both bowler, fielder and batsman. Good luck Glenn