Awards Case Study: The Mitey Battle – Thinkerbell for Bega Foods

It was the Ashes of breakfast spread PR, and it gave Mumbrella’s 2020 CommsCon Awards judging panel one of its tightest categories. The jury said Thinkerbell's 'Mitey Battle' campaign was 'a great example of lateral thinking' with the biting banter taking advantage of a very topical subject to generate awareness beyond just traditional advertising. This is Thinkerbell's entry below, along with the judging criteria utilised to award it Best Campaign with a Small Budget.

There was no specific brief as such, instead Vegemite is always on the look for opportunities that continually position it as an iconic Australian brand, and one that ‘Tastes Like Australia’. We knew that during the Ashes, Australians were watching and engaged.