Discovery NZ partnered with Sanitarium Weet-Bix to bring to life a fully integrated partnership across sponsorship and in show branding. Iconic Sanitarium brand Weet-Bix had a need to promote its encouragement of the health and wellbeing of every New Zealander more broadly.

Kiwi men offered a unique opportunity to not only lift the Weet-Bix profile, but stimulate a much-needed cultural conversation for the sake of the risky ‘she’ll be right’ attitude of New Zealand males.

The partnership included having a Weet-Bix nutritionist embedded into the series to give the players advice, and branded Match Fit uniforms for the team in every episode.