Iconic Sanitarium brand Weet-Bix had a need to promote its encouragement of the health and wellbeing of every New Zealander more broadly. Kiwi men offered a unique opportunity to not only lift the Weet-Bix profile, but stimulate a much-needed cultural conversation for the sake of the risky ‘she’ll be right’ attitude of New Zealand males.
Designed to increase brand penetration and communicate inspiration, promotion of health and wellness and the encouragement of a healthier lifestyle, the campaign had a mission to overcome apathy and tackle real-life concerns for Kiwi men, who all too often put lifestyle considerations on the shelf until it’s too late. Working with THREE, we created a TV show called ‘Match-Fit’ which highlighted the current lives of famous, previously-fit ex-All Blacks. Under the guidance of a nutritionist, the vulnerabilities of these past professional players were explored, including themes of overweight, depression, and drinking dependence. Integrated storylines, sponsorship elements, brand and product placement combined with social media, editorial and public relations to capture the country’s imagination and connect these relatable stories of struggling well-known personalities with their everyday counterparts. With the campaign, which won a Silver award for Best Use of Content at the 2021 Beacon Advertising Awards, we created a campaign that cut through and left a lasting impression with the key audience”.
