Aussie icons star in Thinkerbell’s first work for Vegemite

Thinkerbell has launched its first work for Vegemite since winning the account from JWT after 74 years creating a ‘Tastes Like Australia’ campaign.

For its first campaign in six years, Vegemite’s ‘Tastes Like Australia’ advertising features legendary Australian icons including Pauline Hanson, The Big Prawn, Rebel Wilson and Ned Kelly.

The campaign aims to celebrate Australia’s diversity by showing a range of iconic faces and moments played in short snippets against the backdrop of a Vegemite jar.

Adam Ferrier, Jim Ingram and Ben Couzens, Thinkerbell’s co-founders, wanted the campaign to start a national conversation and help people think about what Australia means and tastes like.

“The ‘Tastes Like Australia’ campaign is topical, thought provoking and aims to promote a discussion about national pride, difference and unity. And while the intent of the campaign is clear, a true celebration and embrace of our unique nation and Vegemite, there is no doubt the interpretation of the creative elements, could spark some heated discussions.

“We live in a place full of beauty and prosper but when you think about it – it’s pretty quirky: supersized prawns and bananas, an intriguing and dynamic political environment, and the love of an underdog. These are all uniquely Australian… just like Vegemite,” Ferrier said in a statement.

Ingram said the ad is all about creating memorable and iconic moments in Australian history against the backdrop of a Vegemite jar.

“We hope the ad will elevate a discussion about Australianism and to be honest – it is all a bit of fun. When we became custodians of the iconic Vegemite brand, we knew we needed to handle it with care – along with the entire Bega portfolio. Through ‘Tastes Like Australia’, we hope we’ve done Vegemite and Australians proud by representing everything that makes up this great country.”

As part of the campaign a series of outdoor ads have also been created with various copy written on the Vegemite jar.

Each outdoor ad alludes to different Australian events, places and things, including when Mick Fanning punched a shark in the face during a surf competition.

The campaign is running across digital, TV, cinema and outdoor.

One of the outdoor executions

Matt Gray, marketing manager at Vegemite, added: “It’s important we recognise that Australia is a young, diverse and multi-cultured country with a significant proportion of Aussies not having grown up on the iconic spread. This insight alone paves the way for new thinking in marketing Vegemite and our other brands.

“The changing face of Australia is part of what makes our nation great, and we want to be in the homes of all Aussies, new and old. Through this campaign, we want to cement our place back on Australian kitchen tables and ensure we remain as iconic as ever. We see it as our responsibility to create new connections and moments in time between Vegemite, and all members of
this great nation.”

Vegemite appointed Thinkerbell five months ago after it parted ways from JWT after 74 years.

Adam Ferrier, Jim Ingram and Ben Couzens officially launched their own agency Thinkerbell in June last year hiring former MD of OMD Melbourne, Margie Reid, four months later.

Meanwhile, in August PwC took a minority stake in the creative agency.

Thinkerbell’s clients include 13Cabs, Our Watch, Vegemite and Sukin.


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