SYDNEY: Sanitarium is hoping to gain $8m worth of market share in the $800m cereal category with the launch of a TV advertising campaign for its first major product extension, Weet-Bix Crunch. Weet-Bix Crunch is targetting the tween market with the first phase of TVCs aimed at tweens, with a second phase aimed at mums to follow. ÒWe are targetting this group because we donÕt have much presence in that area. Kids want variety and we are offering them something different,Ó said Rex Sheehy, marketing manager at Sanitarium. Sheehy said Sanitarium sits behind market leader Kellogg and Uncle Tobys in market share and was hoping to shorten the gap over the next 12 months. ÒWe are hoping this campaign will help us gain one share point, which is worth about $8m in the total cereal category.Ó The $3m campaign was created by Star Advertising with media by Initiative.
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