02 Jul 2015 11:20am
Gemba has won the sponsorship strategy and activation business of major FMCG player Sanitarium Health & Wellbeing after a competitive pitch.
Gemba has won the sponsorship strategy and activation business of major FMCG player Sanitarium Health & Wellbeing after a competitive pitch.
Sanitarium brands include Weet-Bix, Up&Go and So Good, with the majority of its sponsorship assets under the Weet-Bix banner. Gemba has been appointed as retained sponsorship agency across all brands.
The sports and entertainment marketing agency will replace Dentsu Aegis shop Team Epic as Sanitarium's chosen sponsorship agency.
Weet-Bix is an official partner of the AFL through its iconic goal of the year competition, as well as Cricket Australia - it last year extended its CA association to include the Big Bash League. Both partnerships feature heavy use of intellectual property and a focus on point-of-sale activations.
Weet-Bix also runs the nationwide grassroots fitness event, the Weet-Bix Kids TRYathlon, and has ties with brand ambassadors including Brett Lee, Tim Cahill and Stephanie Gilmore.
Gemba director and CEO Rob Mills told Sponsorship News that Gemba would work across a broad remit, including activation, strategy and future direction of all Sanitarium brands.
Alongside its AFL and Cricket Australia deals, Sanitarium will announce a third national sponsorship platform in the coming weeks, which Gemba will also be involved in.
AFL and Cricket Australia are both existing clients of Gemba, which has experience in the FMCG space through clients such as Mondelez brands Kraft and Cadbury.
Sanitarium advertising and sponsorship manager Sharon Green said Gemba was awarded the business on the back of its investment into research insights across both sport and entertainment sectors.