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.

Tim Burrowes

Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He now writes industry newsletter Unmade - subscribe at unmade.media

Linkedin

topics AdvertisingCheesybiteJWTKraftVegemite

Share Tweet Share

Comments: 3

Adrian Farrow 25 Jan 10

This reminds me, has anyone else noticed that the new jars are the wrong shape and based on Vegemite tradition. Problem is with Vegemite you just need a bit off the end of your knife, with the new one (I can’t bear to use the name) you have to plunge in about five or six centimetres to haul the stuff out making a hell of a mess. They need squat jars with a minimal ledge a bit like a short tube.
Adrian

User ID not verified.

The Ruff One 25 Jan 10

I am quite enjoying having iSnack 2.0 on my iToast in the iMorning at the moment.

User ID not verified.

jb 28 Jan 10

Remember “NEW Coke” – the first reworking of the formula in 99 years. You don’t? Funny that. Lesson: Don’t put your grubby paws on what ain’t broke. Grrrr.

User ID not verified.

---