Pitchblack + Jetblack recruit the Ioane brothers for Weet-Bix

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AUCKLAND, Today: Pitchblack Partners & Jetblack Productions have recruited rugby stars the Ioane brothers to bring the latest Weet-Bix campaign to life.

Sanitarium Portfolio brand manager Hayley Scott said: “Eating a bowlful of Weet-Bix, staring at a Stat Attack card and dreaming of being an All Black or a Black Fern, has been going on for 25 years, and we’re celebrating with the Ioane brothers.

“Pitchblack were amazing partners to work alongside. In doing so, we aim to inspire the next generation of Kiwi kids”

“See you in another 25 years for the sequel.”

Jetblack head of production Sacha Moore said: “All Blacks are professional rugby players not professional actors, so it takes a tight script, a nimble production team and the fun and highly experienced Weet-Bix marketing team to nail a charming story like this.

“See you in another 25 years for the sequel.”

Fuelling Future All Blacks for 25 Years launched on on 2 July on TV&VOD.


Client: Sanitarium Health Food Company
NZ Marketing Manager: Pete Davis
Portfolio Brand Manager: Hayley Scott
Assistant Brand Manager: Adam Pretorius

: Pitchblack Partners
Production: JetBlack Production
Sound Design: Liquid Studios
Media: PHD
Athlete Marketing: Wasserman

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