Raydar tackles cards project

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AUCKLAND, Today: Shopper marketing agency Raydar has produced a new campaign for Weet-Bix aimed at taking All Blacks collectable cards “to a whole new level”.

Weet-Bix senior brand manager Jane Grayson said: “Twelve years after first going viral across New Zealand, the reimagined Stat Attack game will allow a new generation of Kiwi kids to get closer to their rugby heroes than ever before.

“This collectable game teaches kids simple, wholesome play while encouraging healthy social interaction.

“It’s been great working with the Raydar team – we’re really impressed with their strategic and creative approach.”

“We’re really excited to see Weet-Bix Stat Attack come to life, especially with the hype around rugby this year.

“It’s been great working with the Raydar team on this significant project. We’re really impressed with their strategic and creative approach, and are thrilled with the result.”

A total of 4 million cards will be distributed through specially designed Weet-Bix packs. Card collectors will be able to win the chance to store their cards in a limited edition Stat Attack album or Stat Attack collectors’ tin, available exclusively from participating retailers.

The fully integrated campaign kicks off in early August and is being supported with a combination of TVC, OOH, content, website, direct mail, packaging and shopper – all developed by Raydar.


Client: Sanitarium
Senior Brand Manager: Jane Grayson
Brand Manager: Channae Davies
Marketing Assistant: Millie Sinclair
Agency: Raydar
Creative Director: Aaron Taylor
Design Director: Nick McFarlane
Senior Designer: Reuben Hannaford
Group Account Director: Kristyna Hotchin
Senior Account Director: Steph Perrett
Senior Account Manager: Rosanna Tozer
Consumer and Media PR: Impact PR

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