Weet-Bix | Better Brekkies Campaign
For a better brekkie, choose Weet-Bix.
The importance of a healthy breakfast is often overlooked by parents who are looking for something tasty for their children. Unfortunately, this means that most breakfast cereals are high in sugar and might not provide the best nutritional requirements for your children.
Weet-Bix, an Aussie staple, is a loved breakfast food that can be enjoyed in far more ways than you might realise. This TVC campaign highlights the wholegrain goodness of Weet-Bix and how it can help you have better brekkies.
Breakfast Cereal Campaign by Found At Sea
Weet-Bix is a staple of the Australian food zeitgeist and has achieved its acclaim through memorable marketing strategies, including the “how many do you do?” catchphrase now synonymous with the brand. However, the breakfast cereal market is becoming saturated with unhealthy alternatives that new parents may be convinced to purchase. Weet-Bix approached Found At Sea through Naked Agency to produce a video campaign to show that Weet-Bix is a healthy breakfast meal that kids can enjoy.
We sought to create an authentic family environment, in contrast to the “as-a-busy-mum” stereotype of direct-to-camera address, by focusing on a brand ambassador helping parents realise the variety of meals Weet-Bix can be used in and the benefits it can bring to their children’s wellbeing. We worked with a two-camera setup to capture authentic interactions more directly and give the production a natural feel that did not feel overproduced. Vintage lenses were used to soften focus and bring attention to children learning about and enjoying Weet-Bix with an easy rig giving a natural flow to camera moment to retain the feeling of spontaneity and life. Carefully cast children, adults and selected set locations helped maintain believability and relatability as well as giving genuine warmth to the produced content.
Client: Sanitarium
Agency: Naked
Agency Creative Director: Sasha Wikosz
Producer: Sandy Madden
Director: Leigh Richards
DOP: Evan Papageorgiou
Sound: Patrick Mullins
Edit: James Sutton
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