AUCKLAND, Today: Sports & entertainment agency Gemba NZ has produced a social campaign, Black, using Sanitarium staff to help Sanitarium cheer on the All Blacks.
The campaign enables fans to “join the chorus”. It showcases the people behind the brand, including Sanitarium NZ general manager Rob Scoines, answering the call to arms from the All Blacks to #Backblack.
Gemba GM Gabrielle Pritchard said: “In an enormously competitive space, with sponsor brands clamouring to get cut through, Sanitarium embraced the idea to take a different tack, focusing on the fans and putting their own team at the front of the campaign.”
“Gemba has done a great job bringing out the inherent star qualities in our All Bix team and bringing the idea to life.”
Weet-Bix senior brand manager Jane Grayson said: “We loved the idea from Gemba to engage our staff in this campaign. It fits well with our values and meant we had a lot of creative freedom and fun putting the work together.
“We also didn’t have to look far to find our super supporters: everyone at Sanitarium is mad about the All Blacks. Gemba has done a great job bringing out the inherent star qualities in our All Bix team and bringing the idea to life.”
The campaign will continue throughout September and October, with All Black’s fans given a chance to join the cheers and win prizes from the Sanitarium team as fans eagerly follow the fortunes of one of New Zealand’s favourite teams.
- View Weet-Bix’s All Blacks’ social campaign below
CREDITS
Client: Sanitarium
Senior Brand Manager: Jane Grayson
Brand Manager: Channae Davies
Assistant Brand Manager: Millie Sinclair
Social & Digital Producer: Emma Weber
Agency: Gemba New Zealand
About Gemba
Gemba provides insights, strategy and communication services to the sport and entertainment industry. With offices in Shanghai, Sydney, Melbourne, London and Auckland, Gemba’s clients include Formula 1, World Rugby, City Football Group, New Zealand Cricket, Vodafone Warriors, adidas, Vodafone, Coca-Cola, McDonald’s and Toyota.
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