Sanitarium and Raydar bring back collectable card game sensation Weet-Bix Stat Attack


This year Weet-Bix are taking All Blacks collectable cards to a whole new level. Twelve years after first going viral across New Zealand, the reimagined Stat Attack game will allow a new generation of Kiwi kids to get closer to their rugby heroes than ever before.


Brought to life with the help of Shopper Marketing agency Raydar, the collectable game teaches kids simple, wholesome play while encouraging healthy social interaction.

2019 sees the release of 40 beautifully designed collector cards featuring competitive statistics for 33 current All Blacks, 6 Legends and current Head Coach Steve Hansen. Players simply take turns selecting a winning statistic which is matched, head to head, with cards of other players. The card with the highest statistic wins the hand and the player who collects all the cards wins the game. Players improve their game by learning strengths and stats of specific cards.

Says Jane Grayson, senior brand manager, Sanitarium: “We’re really excited to see Weet-Bix Stat Attack come to life, especially with the hype around rugby this year. It’s been great working with the Raydar team on this significant project. We’re really impressed with their strategic and creative approach, and are thrilled with the result.”

With demand expected to be huge, a total of 4 million cards will be distributed through specially designed Weet-Bix wheat biscuits packs. Card collectors will be able to win the chance to store their cards in a limited edition Stat Attack album or Stat Attack collectors’ tin, available exclusively from participating retailers.

The fully integrated campaign kicks off in early August and is being supported with a combination of TVC, OOH, content, website, direct mail, packaging and shopper all developed by Raydar.

Client: Sanitarium
Senior Brand Manager: Jane Grayson
Brand Manager: Channae Davies
Marketing Assistant: Millie Sinclair
Agency: Raydar
Creative Director: Aaron Taylor
Design Director: Nick McFarlane
Senior Designer: Reuben Hannaford
Group Account Director: Kristyna Hotchin
Senior Account Director: Steph Perrett
Senior Account Manager: Rosanna Tozer
Consumer and Media PR: Impact PR

Sanitarium and Raydar bring back collectable card game sensation Weet-Bix Stat Attack