Pitchblack keeps it simple with new Sanitarium campaign

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AUCKLAND, Today: Pitchblack Partners’ new outdoor campaign for Sanitarium uses a bold, yet simple aesthetic to remind Kiwis about their classic breakfast favourites, in an increasingly competitive cereals market.

The campaign focuses on Sanitarium products, including Light’n’Tasty and Cluster Crisp, with Pitchblack taking a literal hands-on approach in the treatment. The campaign is designed in a way that gives each brand its own position, while working together on an overall brand level.

“The Sanitarium team were great to work with and really understood what best practice out-of-home looks like,” said Pitchblack business partner Campbell McLean.

“The campaign leads with outdoor including bus shelters & malls, supported by video & social; with large digital billboards.”

Pitchblack creative partner Liz Richards said: “The campaign is based on a very singleminded concept – executed with bold, striking visuals that draw the eye and communicate at speed.”

Sanitarium senior brand manager Anna Antunovich said: “We enjoyed collaborating with Pitchblack and we’re really proud of the fresh above-the-line look we have created for our cereals portfolio – it’s a great compliment to our recent pack design refresh and instore promotional activity.”

The campaign is led with outdoor media including bus shelters and mall media, supported by digital video and social; and will see large format digital billboards launch this week.


Client: Sanitarium
Senior Brand Manager: Anna Antunovich
Agency: Pitchblack Partners
Production: The Collective Force
Photographer: Toaki Okano
Media: PHD

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