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February, 2025

Sanitarium’s Weet-Bix campaign reignites nostalgia with Mary Fowler

Sanitarium Health Food Company has unveiled a new advertising campaign for its Weet-Bix brand, collaborating with agency 303 MullenLowe.

The campaign, titled ‘Aussie Kids are Weet-Bix Kids’, features soccer star Mary Fowler as an official Weet-Bix Kid. It aims to evoke nostalgia and reignite a love of breakfast across generations in Australia.

The campaign includes a diverse range of media executions such as a TV commercial, radio, online, social media, and out-of-home (OOH) advertising. Additionally, there are updates to the Weet-Bix website and back-of-pack visuals. The TV commercial was directed by award-winning filmmaker Louis Sutherland and produced by Photoplay. In the commercial, Fowler delivers the iconic tagline, “I’m a Weet-Bix Kid, are you?”

303 MullenLowe’s Sydney team, led by CEO Joanna Gray, was responsible for the creative direction of the campaign. The agency is part of Attivo, an integrated group of marketing services agencies operating in Australia, New Zealand, and the U.S.

Jessica Manihera, Head of Marketing & Communications ANZ for Sanitarium Health Food Company, commented on the campaign’s objectives.

“Weet-Bix has been a staple breakfast choice in Aussie households for decades. Helping to fuel growing Aussie kids to get the most out of every day is part of the Weet-Bix legacy, with each new generation adding to the story and shaping the brand’s future.”

Manihera further elaborated on the campaign’s intent: “We looked right across Australia to find true, passionate, lovers of the humble Weet-Bix. Together they bring to life what it truly means to be an Aussie Weet-Bix kid and encapsulates the essence of a great Australian childhood. Their enthusiasm reflects the heart of what makes a Weet-Bix breakfast such an iconic part of growing up in Australia and, with Mary Fowler featured, seeks to inspire our Aussie kids to strive to be their best every day.”

Fowler expressed her personal connection to the brand, stating, “Growing up, Weet-Bix was a breakfast staple for me; it was part of my everyday routine. That’s why getting the opportunity to work with the brand feels so special. This partnership is really exciting for me and one I’m proud of.”

Jody Elston, Chief Strategy Officer at 303 MullenLowe Sydney, highlighted the campaign’s creative direction: “303 MullenLowe is proud to be kicking off a new creative partnership with Sanitarium with a return to the platform that made Weet-Bix famous, and that still has strong cultural ties with Australians across the generations. Being a Weet-Bix kid is about so much more than what you choose to eat for breakfast. It’s about filling up on the energy and confidence to embrace the possibilities that lie ahead.

“Creating the kind of moments that when added up, make for a childhood that’s kind of unforgettable, and that you lean on and strive to create for your own kids. This campaign is about getting back to the roots of the brand, tapping the powerful but latent emotions people already feel and introducing a whole new generation to Weet-Bix’s potent mix of belonging, confidence and adventure.”

Manihera also noted the widespread appeal of the Weet-Bix identity.

“It’s not just our brand ambassadors who are Weet-Bix kids; many of our consumers also claim and celebrate the status with immense pride and passion. Our new ad captures that essence beautifully, and will no doubt reignite the magic of a Weet-Bix breakfast for many, while enticing many new consumers to fuel their day with Weet-Bix too.”

The campaign also features young talent, including Tierna O’Reilly, a 10-year-old cast member of the Weet-Bix commercial.

“I cried with happiness when I was cast. From being in the Weet-Bix commercial, I am trying to get into the top performing arts school in New York and hope to become a famous performer on Broadway or in Hollywood movies,” she said.