Weet-Bix helps 'Feed the Belief' of the next generation via Special Group Australia

24 May 2021

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The campaign launched on Sunday 23 May with a 45-second TVC featuring kids that are seen imagining their future.

Sanitarium Weet-Bix is aiming to inspire the next generation of Weet-Bix kids by fueling their aspirations in its latest brand campaign Feed the Belief.

Created in partnership with Special Group Australia, the integrated campaign positions Weet-Bix as more than just a popular breakfast choice amongst parents and children.

The new brand positioning Feed the Belief encourages parents and children to fuel the big ambitions and dreams of young Australians with Weet-Bix.

The campaign launched on Sunday 23 May with a 45-second TVC featuring kids that are seen imagining their future and what they want to become when they grow up.

Made up of kid-sized belief, the scenes includes ambitions of becoming a basketball superstar, mountain climber, elite gymnast, reef-saver, robotics engineer, rockstar, CEO and world-champion weightlifter.

“We all start life with an innate sense of unfiltered optimism. But it’s shown that from the ages of 6-11, childlike belief gets chipped away at," Special Group Australia strategy partner Dave Hartmann says.

"Creativity gets taught out of us, cynicism and self-doubt creeps in and dreams get black hatted. In short, the smaller we are the greater we believe. So as Australia’s iconic champion of the spirit that lives within every Aussie kid, it makes sense that Weet-Bix help keep that child size belief alive."

The campaign will run across TV, OOH, social, digital and owned channels.

“Weet-Bix has always been the embodiment of both our kids’ and country’s sense of invincible belief. Whatever it is Aussie kids are dreaming of, Weet-Bix is the wholegrain goodness to fuel it," Sanitarium Health Food Company head of marketing Jessica Manihera says.

“Through longstanding initiatives such as the Good Start Breakfast Club program and the Weet-Bix Kids TRYathlon Series, Weet-Bix has always strived to nurture the limitless potential of every Aussie kid.

"We know through our research, that kids who believe in themselves, kids that feel good about who they are and where they’re going in this world, have the greatest opportunity to enjoy a big and healthy life. Through Weet-Bix we ultimately want to inspire every kid to be the best that they can be.”


Creative Agency: Special Group Australia
Dave Hartmann – Strategy Partner
Lindsey Evans - CEO
Tom Martin & Julian Schreiber - CCO
Nils Eberhardt, Simon Gibson & Jack Nunn - Creatives
Rebecca Ingham – Business Director
Celine Dinant – Business Manager
Wendy Gillies – Senior Producer
Emily Willis - Producer
Steph Wilkinson - Producer
Stacey Szabo – Digital Producer
Jesse McLallen – Digital Creative
Adam Shear – Director of Design
Lachlan Stewart – Social Lead
Sarah McKie – Social & Influencer Specialist
John Rivera - Finished Artist
Lara Barnett – Creative Services Manager
Katia Billings – Head of Operations

Director – Nick Kelly
Production Company – MOFA
EP - Llew Griffiths
Producer - Christine Tan
Edit - Lucas Baynes @ Arc Edit
Post Production - Heckler
Sound – Rumble
Casting - Natalie @ Citizen Jane

Client: Sanitarium
Head of Marketing – Jessica Manihera
Senior Brand Manager – Sharon Green
Advertising, Media & Sponsorship Manager – Helen Reiher
Brand Manager - Kylie Collins
Marketing Assistant – Tyler Van de Veer
Digital Engagement & Media Manager – Amy Pugh
Social Media Strategist – Dora Yu

Post - Heckler
VFX Supervisor - Jamie Watson
Head of CG - Tom Corbett
Executive Post Producers - Carlos Zalapa, Bonnie Law
2D Compositors - Bertrand Polivka, Nitin Amin, Young Ha
Online - Brad Smith, Doron Man
Unreal Generalist - Bertrand Polivka
CG Generalist - Max McMullin
CG Modeler - Phillip Wang
CG FX - Jack Scrase
Colourist - Fergus Rotherham

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