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Breakfast brand goes for poetry with ‘Raised on Weet-Bix’

Weetbix has launched its first major brand campaign of the year playing on its Australian heritage and featuring the line “Every Aussie’s raised a Weet-Bix kid”.

The ad, set to poetry and violin music, plays on the idea of the diversity of Australians from around the country young and old, and is part of a new brand push ‘Raised on Weet-Bix’.


This includes a new website in collaboration with Sony Music Australia encouraging people to send in their lyrics for why they love Australia with the hashtag #raisedonweetbix for a new song to be performed by artists from the label created from these lines.

Sanitarium’s general manager – marketing, Daniel Derrick said: “Weet-Bix has been a trusted and iconic Australian breakfast since 1928. Through Raised on Weet-Bix we are celebrating the individuality of all Australians, whilst acknowledging a national breakfast that unites millions of us every day, each enjoying Weet-Bix in their own particular way.”
Sanitairum’s creative agency BWM developed the campaign with the TVC  produced through Stink London with New York based Director Brent Harris, based around the poem below.
To every single Aussie Born
At daytime, night-time, dusk or dawn
Born in the city or born in the country
From Margaret River to Manly, The Simpson to The Daintree
No matter if you’re born a boy or a girl
If you want to lead the playground or take on the world
Whether you like surfing, or you’re a mathematician
If you’re really funny, or good in the kitchen
If you dream of being famous, or you’re just working hard
If you play in the stadium, or the backyard
From the moment you can stand, or even sit
Every Aussie’s raised a Weet-Bix Kid.
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