Aussie captain becomes a Weet-Bix kid


Berkeley Vale, New South Wales

Sanitarium Health and Wellbeing’s marketing department has certainly been “kicking goals” or you could say “hitting sixes” this summer. 

Weet-Bix is such an Aussie icon. I am delighted to officially be a Weet-Bix Kid and encourage Aussies to start their day with a healthy Weet-Bix breakfast.

In December, Sanitarium announced that Australian Test cricket captain Steve Smith is officially a Weet-Bix Kid. After the announcement, Smith went on to have a stand out season and was named ICC cricketer of the year. 

“As a child, I grew up on Weet-Bix and I’m so excited to become an official part of the Weet-Bix family,” said Smith. 

The Australian batsman joins an elite team of Australian sports stars as Weet-Bix Kids, including retired Australian cricketer Brett Lee, Socceroo Tim Cahill and six-time World Surfing Champion Stephanie Gilmore. He will join them as an ambassador for the Sanitarium Weet-Bix Kids TRYathlon in 2016.

“Weet-Bix is such an Aussie icon,” said Smith. “I am delighted to officially be a Weet-Bix Kid and encourage Aussies to start their day with a healthy Weet-Bix breakfast.” 

Smith becoming a Weet-Bix kid is not the only marketing coup Sanitarium has pulled off this summer. They are also sponsoring the “King of the Six” Big Bash, with boundary signs and TV spots prominent in Channel 10’s coverage.  

Smith has also taken part in some “trick-shot” videos for Weet-Bix, part of an online campaign that has seen celebrities perform seemingly-impossible feats of skill, like hitting a Weet-Bix box into a shopping trolley from the other side of the field. 

Cricket is not the only sport involved in the campaign. Ten pin bowling star Jason Belmonte’s video showing him curving a bowling ball around two mates eating Weet-Bix in his distinctive two handed style, currently has more than 560,000 views of Facebook. 

Perhaps the cutest trick-shot video is of young Riley Diary, a YouTube star, whose video has already amassed 26,000 views on YouTube and 36,000 on Facebook. 

The other major event Sanitarium has gotten behind was the NBA’s “Australia Day Game” fixture between the Cleveland Cavaliers and Minnesota Timberwolves at Quicken Loans Arena. UP&GO sponsored the event, held in Cleveland in honour of the Cavaliers two Australian-born players, Victorian Matthew Dellavedova and star point-guard Kyrie Irving.

“The partnership with Australia’s leading breakfast category brand, UP&GO, with the Cavaliers and Matt Dellavedova is strong endorsement of the growth and presence of Australian players in the NBA and the strong NBA fan base in Australia,” Daniel Derrick, Sanitarium’s General Manager (Marketing) said.