Sanitarium’s Weet-Bix has reached 90 years in the FMCG industry. The breakfast favourite celebrates its big birthday on October 28 with limited edition birthday packs and personalised bowls.
The food manufacturer is featuring 58 of today’s most popular names, from Zoe and Sam, to Ruby and Oliver, as well as Mum, Dad, Nan and Pop.
The new birthday boxes are available in supermarket shelves throughout the country until late November or until stock runs out.
“Few brands enjoy the relationship with generations of Australian families like we do – the
Weet-Bix brand is in almost half of all Australian homes. We’ve always been about simple
goodness – wholesome nutrition that the whole family can enjoy. And for 90 years we’ve
been right there with them at breakfast. It’s a real privilege so we wanted to do something
extra special to say thank you – thank you for trusting us with getting your family off to a
great start every morning,” said Alex Garas, senior brand manager, Weet-Bix.
“That’s why we are giving 30,000 Aussies the opportunity to get their hands on a 90th birthday Weet-Bix bowl personalised with their name on it available for order at weetbix.com.au/birthdaybowl. We share the frustration of Weet-Bix fans who have to break their ‘bix’ to fit them into standard cereal bowls. Our birthday bowl will give our fans plenty of room to respond in signature style when someone next asks ‘How do you do yours?’”
Sanitarium said that while the 1985 ‘Aussie kids are Weet-Bix kids’ jingle is forever etched in Australia’s psyche, phrases like ‘Hope he’s had his Weet-Bix’, ‘Breakfast of champions’ and ‘How many do you do?’ have also stood the test of time for decades.
The original Weet-Bix recipe is the classic ‘drowned in milk’ approach, but Aussies have been experimenting with different ways to eat the Australian breakfast staple by piling them high with fruits, nuts and seeds; smashing them into smoothies, smothering them with spreads and dipping them in yoghurt.
Sanitarium is celebrating the milestone with guidance from The Mix Agency, Shopitize and The Kanga Group.
“We wanted to not only help Weet-Bix celebrate a milestone but also to reward consumers with something that would play a functional role in their daily routine. What better way to start the day than a couple or more “bix” in your very own bowl. We felt the concept of a personalised bowl was not only synonymous with breakfast and the brand but also something that every Mum would want to collect for her whole family, while still being relevant to young adults who grew up with the brand. It was fantastic to collaborate with our agency partners to bring to life this campaign for Weet-Bix” said Shannee Wee, strategy director, The Mix Agency.