Anne Boothroyd

Over fifty percent of Kiwi households have Weet-Bix in the pantry. However, teens, big consumers of cereal, had stopped eating Weet-Bix, seeing the brand as the breakfast their mum wanted them to eat. Our job was to make teens want to eat Weet-Bix again, delivering the nutritional benefits in a way they couldn't resist. That's where 'Fuel for the hungry', a collaboration with three up-and-coming teenage sports stars, was born. Demonstrating what can be achieved with the sustained energy of Weet-Bix.