Weet-Bix eyes more social media competitions after surprise success of Messy Kids search

Weet-Bix will push more of its budget towards social media after the surprise success of a campaign asking people to post photos of their messy kids.

Brand manager for the Sanitarium product Alex Garas told Mumbrella that while TV will remain an important part of the media mix, the engagement created by the competition created had opened his eyes to the potential for more social media driven campaigns.

“We have been amazed at the response,” said Garas. “The one thing we are trying to do is to put the brand in places that are more relevant to people. We want to do more digital and social, and less presenting presenting people with messages and create more engagement.”