Breakfast habits have changed and the whole cereal category is in decline. People still had Weet-Bix in their pantries, but they had forgotten just how versatile, healthy and tasty it can be. Sanitarium wanted to show busy mums how Weet-Bix can help make brekkie better.
We needed to motivate people to purchase Weet-Bix by inspiring them with tasty recipe ideas.
We broke a behaviour change barrier by showing mum's how easy it was to create a delicious brekkie with Weet-Bix and a few simple ingredients. We increased their motivation through highly appetising visuals and strengthened the brand by creating a new iconic Weet-Bix look.