Weet-Bix aims to inspire next generation of Australians to ‘Feed the Belief’

Sanitarium’s Weet-Bix has released a new campaign, ‘Feed the Belief’ encouraging the next generation of ‘Weet-Bix kids’ to follow their aspirations.

The campaign, which comes via Special Group Australia, presents a new brand positioning, as “more than just a popular breakfast choice amongst parents and children”, hoping to “fuel the big ambitions and dreams of young Australians with Weet-Bix”, according to a statement.

Sanitarium Health Food Company head of marketing, Jessica Manihera, said: “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.”

The campaign sees various kids dreaming of what they want to become when they grow up, including a basketball player, mountain climber summiting Everest, an elite gymnast, a rockstar, robotics engineer and a CEO.

Strategy partner at Special Group Australia, David Hartmann, said: “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. 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.”

Manihera added: “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.”

Running across TV, out of home, socials, digital and owned channels, the campaign launched on 23 May with a 45 second TVC.

Special Group recently secured the creative account for ANZ, with other recent work including new brand platforms for both Kathmandu and Bonds.


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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