News Ltd: Weet-Bix pulled their ads because of Cahill story

News Ltd says it was “punished” by Socceroo sponsor Sanitarium pullings its Weet-Bix ads after the Sunday Telegraph reported on a night club incident involving Tim Cahill.  

tim-cahill-weetbixLast week the News Ltd title reported a late night incident at The Piano Room in Sydney’s Kings Cross involving an altercation between Cahill’s group on the security staff.

Despite the controversy, Cahill scored both the goals in Australia’s two-one win over Japan in the world cup qualifier. As a result, Weet-Box produced a full page ad saying “Course he had his Weet-bix”

But it didn’t run in the Daily Telegraph.

The move appears to have triggered a war between News Ltd and the brand, with an identical article running in The Weekend Australian on Saturday and then in the Sunday Telegraph.

According to the piece: “On Thursday the Seventh Day Adventist-owned Sanitarium pulled its advertising from NSW newspapers to protest about stories they published on Cahill’s drinking. It also pulled advertisements from (The)Sunday Telegraph.”

The item concluded:

“On the same day the bouncer was in The Telegraph, Sanitarium ran a series of full-page advertisements in the major metropolitan papers around Australia featuring Cahill with the slogan across the bottom “Course he had his Weet-Bix”. The advertisements ran in News Limited papers in Melbourne and Queensland but not in NSW where the business went to Fairfax.

“In Sydney News owns The Daily Telegraph and Sunday Telegraph, Fairfax owns the Sun-Herald and The Sydney Morning Herald. Clearly the Sydney papers were being punished by Sanitarium, which could not be contacted yesterday afternoon because the Seventh Day Adventist owners do not work on Friday afternoons.”


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