Sanitarium needed to launch Weet-Bix Bites with real impact – generating mass awareness and trial for a new product from one of Australia’s most beloved breakfast brands. The brief called for a brand presence as big as the occasion.

Meet one icon with another. By activating at the entrance to Sydney’s Luna Park – in a space that had never been made available for this kind of activity before – we could create a landmark moment that was impossible to ignore and impossible to forget.

D2C designed a giant Weet-Bix Bites box for the mouth of Luna Park – over 3m high, 5m long, and weighing more than 800kg. Every detail was considered: realistic-looking cereal, a plastic bag inside the box, and a finish that made the structure look as good up close as it did from a distance. This was the first time Luna Park had opened the space for this kind of activation, making the campaign a genuine first for Australian experiential marketing.

The installation stopped people in their tracks, earned significant attention, and gave Weet-Bix Bites the kind of arrival that matched the scale of the brand behind it. A bite-size product – anything but a small launch.