New BusinessPress Release

Sanitarium Health Food Company appoints Initiative as media agency of record

SYDNEY, AUSTRALIA — Following a competitive pitch, media agency Initiative has been appointed Sanitarium Health Food Company‘s media agency of record, working across the Sanitarium portfolio including iconic brands Weet-Bix, So Good, and UP&GO.

Initiative’s remit includes overall responsibility for media strategy, planning, and buying across all traditional media.

Melissa Fein

Melissa Fein, CEO of Initiative, said her team was elated to start the year on such a high note and couldn’t wait to get their teeth into the business and work with Sanitarium at such a pivotal time in the brand’s journey.


Melissa said, “We are beyond excited to partner with Sanitarium, a company known for some of Australia’s most iconic brands, which each and every one of us have grown up with. We can’t wait to embed Sanitarium in our ambitious way of thinking, doing, and achieving and help take their brands to the next level.”

Jessica Manihera, Head of Marketing ANZ, Sanitarium, said, “We are already wholly impressed with Initiative’s strategic thinking, collaboration, and approach to our brief. Their commitment to transformative thinking impressed us and we look forward to working with the team on how this translates through their media systems and processes to take our business forward.

“We felt in safe hands right from the chemistry session and their energy was evident from the get-go. We are looking forward to achieving great things together.”

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