Weet-Bix is Australia’s favourite breakfast cereal. Generations of Australians have loved it! And with good reason. It’s packed full of whole grain goodness and vitamins and minerals. One serving of Weet-Bix provides 60% of an adult’s daily whole grain needs.
Recent research has shown that Australians don’t consume breakfast cereals like they used to. Gone are the days of simply eating cereal with some milk. These days, Australians want more from their brekkie bowl. So they add fruit, yoghurt, nuts and seeds, or they create novel recipes using whole grain cereal. It’s something that has not been lost on the makers of Weet-Bix.
The Better Brekkie campaign
In 2019, Joel teamed up with Sanitarium to inspire Aussie families to eat a more wholesome and nutritious breakfast. Getting the kids ready on school mornings is always a busy time for families, and Joel is a keen believer in setting children up for the day with a nutritious brekkie. So, working with the Weet-Bix brand, Joel developed some tasty twists on a breakfast classic to help simplify school mornings in a fun way.
The premise of the Better Brekkie campaign is to encourage Australians to create novel and delicious variations to the run-of-the-mill breakfast cereal in a bowl with milk.
Joel considers himself to a bona fide Weet-Bix Kid.