Five primary and intermediate school students from around the country will have their faces pictured on Sanitarium Weet-Bix boxes this summer, after taking out the winning spots in a national competition to find inspiring kids. The packaging was designed by downtown Auckland agency Milk, with PR from Impact.
“These are such inspiring kids,” said Sanitarium executive general manager Pierre van Heerden. “We received a lot of entries from all over the country and here we have five Kiwi kids who choose to go the extra mile to get moving and make the most of the opportunities presented to them.”
Van Heerden said the campaign was all about promoting Kiwi kids being happy, active and positive.
Milk man’s view
Milk CD Ben Reid said: “The purpose of the Sanitarium Weet-Bix Tryathalon is to get kids participating in an event that builds self esteem and confidence. As an extension of this proposition we really wanted to profile some of the participants and tell their story to encourage others to give it a try. What better way to do that than using the iconic Weet-Bix box as our vehicle to portray these amazing kids!”
The packaging features Jaden Movold, a spina bifida patient, who was the first child in a wheelchair to pose for the iconic cereal.
Jaden Movold has completed an impressive 17 Weet-Bix Kids TRYathlons – including five events in a surgery-shortened season last year. “I love competing, even though I have challenges,” he said. “I also like competing with able-bodied kids.
“I have experienced a lot of tough times in my life, including hundreds of medical procedures. However, I am very determined and positive.”
Small but mighty
Also featuring on the boxes are Christchurch eight-year-old Katie Veronese, sports-mad Auckland nine-year-old Jude Holtzhauzen, aspiring Fielding model 12-year-old Alissa Peou; and Mount Maunganui nine-year-old India O’Connell, who says: “I may be small, but I’m mighty!”
The five Kiwi kids to feature on the front and back of the new boxes were chosen based on their stories, age, gender, nationality and location.
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