Launching Sanitarium’s Weet-Bix GO

  • Launching Sanitarium’s Weet-Bix GO
  • Launching Sanitarium’s Weet-Bix GO

The Solution

To catapult Weet-Bix GO into the market, Crossman crafted an integrated, two-phased strategy to generate buzz around the launch, build hype through a social competition offering a once-in-a-lifetime experience for fans, and strategically use online media to fuel conversation and extend overall reach. The Weet-Bix GO-Kart Challenge gave 12 fans the chance to race with AFL star Joel Selwood and his brother Troy in an action-packed event in Melbourne, with winners selected via the Weet-Bix Facebook page. Crossman engaged a videographer to develop a sizzle video for online and social purposes.

The Results

The approach delivered strong media results with high-quality, targeted coverage. Sponsored content and competitions helped boost key message cut-through and generate conversations online and having a celebrity on board proved critical in gaining organic media interest and natural Weet-Bix GO product mentions.

  • 6.6 million
    audience reach
  • 4.2 out of 5
    message rating

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