Sanitarium Weet-Bix has unveiled its newest ambassador, naming 2023 World Rugby Player of the Year and New Zealand All-Black, Ardie Savea as an official Kiwi Weet-Bix Kid.
Savea and the much-loved brand have united with 303 MullenLowe, part of Attivo, a marketing services group with offices in New Zealand, Australia and the U.S. to bring nostalgia to life through a new Kiwi Kids Are Weet-Bix Kids creative campaign.
The campaign aimed to reignite a love of breakfast across generations and has captured the essence of what it meant to be a Weet-Bix kid in New Zealand.
“I’ve eaten Weet-Bix virtually all my life, and it’s such an honour for me to be an ambassador named Weet-Bix Kid. I hope that I’ll be able to inspire the next generation of Rugby players and youth to do good both on and off the field,” said Ardie Savea.
“I feel blessed and grateful to have formed this partnership, to be the latest Kiwi to feature on the iconic red and blue box and in the new ad.”
Savea added that Kiwi Kids Are Weet-Bix Kids, and it was part of the country’s DNA.
“It inspires me to see how proud my kids are that I’ve partnered with a company like Sanitarium that does so much good in our local communities. My kids love the new ad, and I hope other Kiwi kids across the generations will re-live their childhood moments that were fuelled by a Weet-Bix brekkie when they see it too, like I did.”
Told through generations of everyday New Zealanders who herald themselves as Weet-Bix kids and have continued to live life in the moment in New Zealand, the campaign’s TVC culminated with Savea proudly delivering the iconic tagline ‘I’m a Weet-Bix Kid, are you?”
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