SYDNEY: Sanitarium will launch its first master brand TVC in more than 20 years on Sunday (2 May) in a bid to cement the company's image as an authentic and trusted brand.
Created by Human and produced by Zoom Film and TV, the "Letters" TVC is part of a $3 million national campaign to reinforce consumer trust in the 112-year-old company which owns the Weetbix, So Good and Up & Go brands.
The campaign follows research by the company which found consumers lack trust in corporate brands and look for authenticity when choosing products.
The TVC aims to build brand loyalty and convey authenticity by telling the Sanitarium story, featuring real mums and kids picked off the street and shot on location at Whale Beach and the iconic swing bridge at Sanitarium's Cooranbong site.
Sanitarium general manager of sales & marketing Rick Wilson said: "The core message of the Sanitarium brand is It's what's inside that counts... What's inside each individual and the employees in our company... and what is at the heart of our business.
"Not many companies are 112 years old. We've always been a brand committed to health and wellbeing, long before the trends. So you could say the rest of the world is now catching up," Wilson said.
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