Slingshot wins $14m food giant Sanitarium

Pippa Chambers
By Pippa Chambers | 6 December 2017
Weet-Bix, not be confused with the British version Weetabix.

Food giant Sanitarium, which owns brands including Weet-Bix, Up&Go and So Good, has appointed Slingshotas its new agency of record.

It's thought the media spend is about $14 million per annum and Slingshot will handle media strategy and planning, with the buying part of the business continuing to be conducted through Carat. Prior to the appointment Carat had the media strategy and planning.

Sanitarium's flagship product is Weet-Bix, said to be a top seller in the Australian and New Zealand breakfast cereal markets.

It's thought several agencies were involved in the pitch but GM marketing at Sanitarium, Daniel Derrick, says it was most “impressed with the way that Slingshot approaches media strategy and buying”.

“We like what Slingshot stand for and we are looking forward to working with their team on our brands,” Derrick says.

Founded in Victoria, The Sanitarium Health and Wellbeing Company is the trading name of two sister food companies; Australian Health and Nutrition Association Ltd and New Zealand Health Association Ltd. Both are owned by the Seventh-day Adventist Church.

In July this year Sanitarium appointed The Works as the creative agency for liquid breakfast brand Up&Go, following a competitive pitch. The Works is now the lead agency on the creative business across Australia and New Zealand.

CEO of Slingshot Simon Rutherford says: “Securing any new business in a competitive situation is special, but to add an account like Sanitarium is extra special.

“Slingshot’s core purpose is to take brands and people further, faster. Everything we do is designed to deliver on this vision each and every day. Like most businesses, we have company values. Unlike most businesses, we actually stand by our values and they guide us from the clients we work with to the way we deliver our work. It’s great to welcome new business that aligns well to our values based approach.”

Check out this Weet-Bix ad from last year:

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