90 Years Yum.

The 90th anniversary of Weet-Bix was coming up. For its makers, Sanitarium, the anniversary was a big deal. But would consumers feel the same?

The challenge

Come up with a strategy to celebrate the 90th anniversary of Weet-Bix, acknowledging the heritage and the NZ icon nature of the brand but keeping it relevant to today’s consumers.

 

What we did

Firstly, we used the phrase “90 Years Yum”, for a twist on the typical terminology that incorporated the reaction that consumers have been experiencing for nearly a century when enjoying Weet-Bix.

Then we created a radio commercial that mimicked the sounds and styles of yesteryear, starting with the quasi-BBC sound of the 1930s and quickly transitioning through the decades to today’s more multi-cultural approach. It was a smart way to leverage nostalgia without actually having to spell things out.

We backed up the radio campaign with a range of Out-of-Home (OOH) posters that showed Weet-Bix being enjoyed by “Kiwi Kids”of all ages.

And then we activated the power of PR (and breakfast television) to hear from some prominent Kiwi Kids (and Grandkids) such as Peter Hillary and his son, who talked about Sir Edmund Hillary and the mountain-climbing energy bestowed by Weet-Bix.

And of course there were All Blacks, because what rugby-playing, Weet-Bix-eating Kiwi kid doesn’t dream of joining the national team?

Celebration? Check.

National icons? Check?

Now standing by for the centennial.

No items found.

Looking for a new recipe?

We’ve all been there. A quick peek at the marketing ingredients: same old, same old. What can we possibly make out of these?

If you’d like to explore some smarter ways to cook up a marketing storm,
please give us a call.

What our clients are saying

“It was so refreshing and rewarding to work with an agency who offered a digital experience that was a) within our budget; b) on brief; and c) with creative and media placement that blew the top off our campaign goals.” 

Name Surname

Position, Company name

“The Good Gravy team consistently, effortlessly deliver top shelf strategic thinking and creative output even (especially) when the pressure is on, and let’s face it the pressure is always on."

Name Surname

Position, Company name

“It was so refreshing and rewarding to work with an agency who offered a digital experience that was a) within our budget; b) on brief; and c) with creative and media placement that blew the top off our campaign goals.” 

Name Surname

Position, Company name

“It was so refreshing and rewarding to work with an agency who offered a digital experience that was a) within our budget; b) on brief; and c) with creative and media placement that blew the top off our campaign goals.” 

Name Surname

Position, Company name

Looking for tasty marketing results?