Kraft launches first campaign for Vegemite Cheesybite since rename

Tim Burrowes

January 25, 2010 11:04

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”.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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3 COMMENTS

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

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The Ruff One 25 Jan 10

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

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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.

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