Weet-Bix, the iconic Australian breakfast cereal, has launched a heartwarming campaign that’s sure to stir up a sense of nostalgia among Australians of all ages. In collaboration with creative agency 303 MullenLowe, Weet-Bix is bringing back the cherished ‘Aussie kids are Weet-Bix kids’ slogan, aiming to rekindle the nation’s love for the classic breakfast and celebrate the role it has played in Australian childhoods for generations.
The campaign is a vibrant tapestry of Australian life, featuring the official Weet-Bix ‘kid’, soccer sensation Mary Fowler. It’s not just about promoting a product; it’s about capturing the spirit and vitality of what it means to grow up in Australia, with Weet-Bix at the breakfast table.
Jessica Manihera, Head of Marketing & Communications ANZ at Sanitarium Health Food Company, speaks of the Weet-Bix legacy with pride. ‘Weet-Bix has been more than just a breakfast choice; it’s been a nurturing companion for Aussie kids as they grow and thrive. Each generation has its own Weet-Bix stories, and these stories become part of the fabric that defines the brand’s enduring presence in our lives,’ she explains.
The campaign is a celebration of true Weet-Bix enthusiasts from all corners of the country. Their genuine love for the humble cereal shines through, embodying the quintessential Australian childhood experience. With Mary Fowler at the forefront, the campaign not only honours the past but also looks to the future, encouraging young Australians to aim high and achieve their best.
The TV commercial (TVC) is a journey through time, showcasing generations of Australians who proudly identify as Weet-Bix kids, culminating in Fowler’s delivery of the iconic tagline, ‘I’m a Weet-Bix kid, are you?’ This simple question invites viewers to reflect on their connection with the brand and its place in their lives.
Mary Fowler herself shares a personal connection with the brand, ‘Weet-Bix has always been part of my morning ritual. It’s more than just a breakfast; it’s a tradition that’s close to my heart. Working with Weet-Bix feels incredibly special, and I’m thrilled to be part of a campaign that resonates with so many Australians,’ she says.
But the campaign doesn’t stop at the TV screen. It extends its reach through radio, online platforms, social media, and out-of-home (OOH) advertising, ensuring that the message of Weet-Bix’s place in Australian culture is heard far and wide. The campaign also includes updates to the Weet-Bix website and new visuals on the back of cereal packs, offering a fresh take on the brand’s visual identity.
What are your fondest memories of Weet-Bix? How has it been a part of your family’s morning routine? Share your stories in the comments below and let’s celebrate the nostalgia that Weet-Bix brings to life!
Also read: Weet-Bix showdown: The battle of breakfast styles
