Client Results / Brands / Sanitarium Case Study
A four-athlete lineup delivering All Blacks-level reach
Project Type
Ambassador portfolio validation
Brand
Sanitarium
The Challenge
After signing Ardie Savea (with our previous valuation work supporting the deal), Sanitarium wanted to expand the Weet-Bix TRYathlon ambassador line-up.
They wanted confidence that any new athletes would resonate with their audience and deliver meaningful reach.
The Solution
Honoco designed a bespoke ambassador validation study to guide the decision-making process.
Nationally representative research
Over 1,000 respondents provided insights into awareness, affinity, and perceptions of 24 potential athlete candidates.
TURF analysis
This “Total Unduplicated Reach and Frequency” technique determined which combinations of athletes maximised audience reach while accounting for overlap – showing how a small portfolio could rival the reach of the All Blacks and Black Ferns.
Portfolio refinement
After experimenting with multiple scenarios, we narrowed the list to 11 priority athletes for deeper consideration.
Brand archetype mapping
Athlete perceptions were translated into archetypes, identifying personalities that aligned with Sanitarium’s brand values and the KidsTRYathlon programme.
This approach helped make the athletes’ traits more recognisable and relatable to target audiences.
The Outcome
Our methodology of combining statistically rigorous reach analysis with behavioural and brand archetype mapping gave Sanitarium a clear, data-backed way to select athletes, maximise ambassador engagement, and align choices with core brand values. We:
Narrowed the list to five recommended athletes whose perceptions and archetypes aligned strongly with the brand
Demonstrated that a four-athlete portfolio from this shortlist could deliver reach comparable to New Zealand’s top sports teams
Created actionable insights for selecting ambassadors who could connect with audiences and amplify campaign objectives authentically