Where it all Began

Client & Asset

Weet-Bix & BBL/WBBL

Channel

Social, Stadia, Consumer Promo

The Idea

Leading into the 2018/19 BBL season, Weet-Bix wanted to strengthen the brand’s connection with Big Bash cricket and broaden its household appeal. It was Gemba’s recommendation to pursue an idea that leveraged both BBL and WBBL superstars. A first for the iconic brand.

Weet-Bix Where it all Began is an idea that revisits our childhood dreams, where we all fantasised about being our favourite cricket superstars in the backyard. The campaign launched with a 90” hero film and was supported by a series of social cutdowns, Instagram polls, promotional giveaways, in-stadia assets and dynamic ’Behind The Scenes’ content. All designed to keep the content fresh throughout a long BBL/WBBL season.