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Weet-Bix brings back iconic ‘Aussie Kids’ jingle in new campaign

Weet-Bix is tapping into nostalgia by updating its hummable ‘Aussie Kids are Weet-Bix Kids’ campaign from the 1980s for a new generation.

The ad, produced by Sydney-based agency Channelzero, features the Sydney Children’s Choir and singers Troy Cassar-Daley, Kate Ceberano, Jai Waetford and Fletcher Pilon singing the jingle against scenes of consumers enjoying the cereal product.

Alex Garas, senior brand manager at Weet-Bix, said: “For us, being a Weet-Bix kid is not age related… We like to think that Weet-Bix helps raise our nation and that certainly doesn’t stop at adolescence.

“What we are seeing with this new campaign is that all of us, from grommets on the beach to Aussie legends like Troy Cassar-Daley and Kate Ceberano as well as new stars on the horizon, Jai Waetford and Fletcher Pilon, regardless of background or age, can be Weet-Bix kids.”

Franky Callanan, executive creative director at Channelzero, said the song is a “powerful asset” that could reach the collective memory of so many Australians.

“We wanted this campaign to reflect a modern, diverse Australia combined with a few iconic singers and new talent to bring a bit of fun and joy back to breakfast,” said Callanan.

“Perhaps the greatest aspect of the project was working with a great client that had the courage to tackle such an Aussie classic. That’s a rare privilege and one we are very thankful for.”

The campaign was launched yesterday on national TV and across digital channels.

Credits

Creative & Production: Channelzero

  • Franky Callanan – Executive Creative Director
  • Patrick de Teliga – DOP
  • Katharina Ross – Senior Account Manager/ProducerMusic:
  • Tony David Cray
  • Sean Peter
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