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FLUXX and Beat Communications helped Weet-Bix kids achieve 100% in world record rugby scrum attempt.

On July 14, 2011 Kiwi kids proved nothing stops a Weet-Bix kid when they successfully attempted the Guinness World Record for the World’s largest rugby scrum. Experiential partners Fluxx worked with Beat Communications and Sanitarium to activate the stunt and amplify the event through TV, radio and press media channels. A number of media covered the event including TVNZ Close Up, Breakfast, Newstalk ZB, Radio Live and the New Zealand Herald.

202 junior rugby players aged between eight and fourteen years came together at College Rifles Club in Auckland to set the new record.  The Guinness World Record attempt is part of the Weetbix100% All Black campaign that includes an innovative TVC and an exciting new All Black’s collector card series.

Five All Blacks; Jimmy Cowan, Israel Dagg, Hosea Gear, Colin Slade and Adam Thomson, were on hand to give the rugby-mad youngsters some professional assistance in their world record attempt.

“What an awesome achievement for these kids – we were proud to be involved.  They have put New Zealand on the world stage by setting a Guinness World Record for the largest scrum. Forming a good scrum with eight forwards is hard enough but pulling it together with 202 kids, that’s something for Weet-Bix to be proud of,” said the All Blacks.

According to Nigel Chenery, Senior Brand Manager for Weet-Bix, the enthusiasm of the participants and their amazing record attempt, shows what can happen when Weet-Bix Kids give it their all.

“We know how passionate Kiwis are about rugby and the All Blacks, so we came up with an idea that harnessed their enthusiasm and proved that nothing stops a Weet-Bix kid. It was great seeing the kids get up close and personal with their All Black heroes,” says Chenery.

A range of limited edition collectables are available throughout the Weet-Bix 100% All Black Campaign including a player handbook, an All Blacks tin, an All Blacks breakfast bowl and an All Blacks Stadium Flag.

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