Kraft launches first campaign for Vegemite Cheesybite since rename

Kraft has launched the first brand campaign for its Vegemite spin off, Cheesybite.  

The new executions, created by JWT, includes TV and press.

It follows the same theme as the Name Me ads it launched last year asking the public to name the new product, featuring the tagline “It’s Vegemite, but different”.

In October, Kraft was forced to change the original iSnack 2.0 name following widespread criticism.

Meanwhile, Kraft, the US-based company recently put in a $21.1bn take over bid for Cadbury.

The move, if passed by Cadbury’s stakeholders on February 2, will put the companies’ marketing communications agencies around the world on alert as Kraft is widely expected to consolidate its agency rosters.

In Australia, Kraft’s agencies are JWT, Bajar Ogilvy and Mindshare. Cadbury’s agencies are GP Y&R, Publicis Mojo, Saatchi & Saatchi and Carat.


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