September saw Sanitarium cereal brand Weet-Bix expand its All Blacks activation following its August in-pack ‘collectible card’ initiative (see case study) by showing its true colours – Black – in a huge display of brand and fan support for the All Blacks.
Or should that be the ‘All Bix’?
The fan focused ‘Weet-Bix: Backing the All Blacks’ celebration is fronted by a team of super supporters – including the team’s biggest fans at Sanitarium – who are tasked with cheering on the men in black.
The latest activation phase, developed with sports and entertainment agency Gemba NZ, rolled out 10 days ahead of the start of the 2019 Rugby World Cup and runs primarily across social media also gives fans a chance to join in the chorus.
Led by a social spot showcasing the people behind the brand, including Sanitarium New Zealand general manager Rob Scoines, it aims to act as a call to arms from the All Blacks to #BACKBLACK.
Weet-Bix Backing the All Blacks Campaign: Introducing the All Bix from The Gemba Group on Vimeo.
The campaign is set to run throughout the September and October tournament, with All Black’s fans given a chance to join the cheers and win prizes from the Sanitarium team as fans eagerly follow the fortunes of one of New Zealand’s favourite teams.
“In an enormously competitive space, with sponsor brands clamouring to get cut through, Sanitarium embraced the idea to take a different tack, focusing on the fans and putting their own team at the front of the campaign,” commented Gemba general manager Gabrielle Pritchard.
Jane Grayson, senior brand manager at Weet-Bix, added: “We loved the idea from Gemba to engage our staff in this campaign. It fits well with our values and meant we had a lot of creative freedom and fun putting the work together.
“We also didn’t have to look far to find our super supporters: everyone at Sanitarium is mad about the All Blacks. Gemba has done a great job bringing out the inherent star qualities in our All Bix team and bringing the idea to life.”
The campaign was created for parent company Sanitarium Senior Brand Manager Jane Grayson, Brand Manager Channae Davies, Assistant Brand Manager Millie Sinclair, plus Social & Digital Producer Emma Weber by a team from agency Gemba New Zealand.
Links:
Weet-Bix NZ
https://www.youtube.com/user/officialweetbix
https://www.facebook.com/weetbixnz
https://www.instagram.com/weetbixnz/
Sanitarium
https://www.facebook.com/sanitariumnz
https://www.linkedin.com/company/sanitarium-health-and-wellbeing/
https://www.youtube.com/channel/UCAU8IoACn6Fc1iZGiFaGtzA
https://www.instagram.com/sanitarium_nz/
Gemba New Zealand
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