Digital channels included the Sanitarium website, Facebook, Instagram, YouTube, Spotify and email. Ambassadors and influencers were engaged to extend reach beyond Sanitarium’s own channels.
Working with Channel Zero, who leveraged the ‘Aussie Kids are Weet-Bix Kids’ song to develop new TVCs and radio ads, we created social media assets and a national competition.This classic Weet-Bix tune with high recognition value had the greatest ability to get noticed and remembered. And of course, to make people smile.
Australians were asked to re-write the lyrics to the song, with $10,000 in prize money up for grabs. Hundreds of entries came from all corners of the nation. A classic Aussie jingle was reworked into a memorable piece of music that lived on in social media long after the TVC had finished its run.