Movie goers to be offered Vegemite-flavoured popcorn

Film fans will be able to buy Vegemite-flavoured popcorn in a marketing stunt at Village Cinemas and Event Cinemas.

Previous stunts have included Vegemite smoothies via Boost Juice, Vegemite Icy Poles, Vegemite Four N Twenty Pies, and Vegemite-flavoured Dairy Milk chocolate. The collaborations usually generate more PR-driven media coverage than they do sales.

The project with Village Entertainment Group is designed to promote the cinema company’s Gourmet Premium Popcorn. The Vegemite flavour will be available for a limited period.

According to the packaging, the product is made with “real ingredients”.

Matt Gray, marketing manager for Vegemite, which is now licensed by Bega Cheese, said in a press release:  “We are MITEY excited to be partnering with our good friends at Village Cinemas and Event Cinemas, to deliver an Aussie take on a cinema classic. Vegemite loves popping up in new
and exciting places, and we can’t wait to spread the love with a popcorn that truly tastes like Australia! The combination tastes delicious and we’re excited for our fans to try it!”

Mo Bhargava,GM of sales and marketing at Village Entertainment said in the same press release: “This collaboration was a perfect match. Popcorn remains the No.1 movie going snack for our customers and we alongside our partners at Event Cinemas are delighted to be able to offer
such innovation within our Gourmet Popcorn flavour range in partnership with Vegemite.”


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