Weet-Bix Feeds the Epic Dreams of Kids in Campaign from Special Group

Sanitarium Weet-Bix is aiming to inspire the next generation of Weet-Bix kids by fueling their aspirations in its latest brand campaign ‘Feed the Belief’.

Created in partnership with Special Group Australia, the integrated campaign positions Weet-Bix as more than just a popular breakfast choice amongst parents and children. The new brand positioning ‘Feed the Belief’ encourages parents and children to fuel the big ambitions and dreams of young Australians with Weet-Bix.

The campaign launched on Sunday 23rd May with a 45 second TVC featuring kids that are seen imagining their future and what they want to become when they grow up. Made up of kid-sized belief, the scenes includes ambitions of becoming a basketball superstar, mountain climber, elite gymnast, reef-saver, robotics engineer, rockstar, CEO and world-champion weightlifter.

The campaign will run across TV, OOH, social, digital and owned channels.

Dave Hartmann, strategy partner, Special Group Australia, said: “We all start life with an innate sense of unfiltered optimism. But it’s shown that from the ages of 6-11, childlike belief gets chipped away at. Creativity gets taught out of us, cynicism and self-doubt creeps in and dreams get black hatted. In short, the smaller we are the greater we believe. So as Australia’s iconic champion of the spirit that lives within every Aussie kid, it makes sense that Weet-Bix help keep that child size belief alive”.  

Jessica Manihera, head of marketing, Sanitarium Health Food Company added: “Weet-Bix has always been the embodiment of both our kids’ and country’s sense of invincible belief. Whatever it is Aussie kids are dreaming of, Weet-Bix is the wholegrain goodness to fuel it. 

“Through longstanding initiatives such as the Good Start Breakfast Club program and the Weet-Bix Kids TRYathlon Series, Weet-Bix has always strived to nurture the limitless potential of every Aussie kid.  

"We know through our research, that kids who believe in themselves, kids that feel good about who they are and where they’re going in this world, have the greatest opportunity to enjoy a big and healthy life. Through Weet-Bix we ultimately want to inspire every kid to be the best that they can be.”