SPC, Vegemite celebrate collab with new house track via Thinkerbell
Australian brands SPC and Vegemite have taken to the studio to promote their new ‘mashup’, SPC Baked Beans and VEGEMITE, via Thinkerbell.
Off the back of the new product hitting shelves nationwide earlier this year, the two Aussie brands, in conjunction with Thinkerbell, have collaborated with Melbourne based DJ and music producer, Andy Murphy, to create an original track that celebrates the collaboration.
‘The Ultimate Aussie Mashup’ fuses SPC’s ‘Hungry Little Human Beans’ and VEGEMITE’s ‘Happy Little Vegemites’ jingles, drawing influence from the funky house music of the 90’s era. Well-known in Melbourne’s club scene, Murphy has officially added the new release to Spotify, Apple Music, Soundcloud and Amazon Music. The track is also playing nationally across The Nova Network
SPC marketing manager George Dimkin said: “We are pumped to continue the momentum from the launch of SPC Baked Beans & VEGEMITE. It’s been so much fun working with Andy, and we’re excited to see the response from baked beans lovers and club goers! We wanted to inject some of the fun back into the baked beans aisle and it’s fantastic to see that we’ve now got a mashup that combines our Hungry Little Human Beans and Happy Little VEGEMITE jingles.”
DJ Andy Murphy
VEGEMITE marketing manager, Jacqui Roth said: “Now that Aussies have had a taste of the SPC Baked Beans & VEGEMITE goodness, we don’t want it to stop there. This mashup means you can have a boogie whilst enjoying your newest favourite pantry staple. We are so excited for Aussies to give the new original track a listen.”
Thinkerbell’s executive creative director, Ben Couzens said: “You can’t get much more Aussie than a mashup of the iconic SPC and VEGEMITE jingles. This thing wrote itself. Well, almost. Andy nailed it and we’re predicting an ARIA award or two might be on the cards.”
Thinkerbell has been VEGEMITE’s creative agency of recording since it was appointed to replace long standing creative partner of 74 years, J Walter Thompson, in 2018. The agency has since worked on a multitude of creative and earned campaigns for the brand, most recently in October last year for VEGEMITE’s ‘Australia, you’re doing it wrong’ campaign.
Credits
Client: SPC
Chief Commercial Officer: Tara Lordsmith
General Manager Marketing: Lisa Rizzardo
Marketing Manager: George Dimkin
Brand Manager: Yiana Bacolas
Head of Social & Content: Cameron Jenkins
VEGEMITE
GM Marketing: Matt Gray
Marketing Manager: Jacqui Roth
Marketing Manager Digital & Communications: James Coleman
Public Relations and Brand Communications Manager: Hannah Saliba
Senior Brand Manager VEGEMITE: Magda Kozera
Assistant Brand Manager VEGEMITE: Holly Shotton
Creative & Earned: Thinkerbell
Chief Strategy Thinker: Adam Ferrier
General Manager (South): Jaime Morgan
Chief Executive Officer: Margie Reid
Executive Creative Tinker: Ben Couzens
Head Thinker : Suzi Williamson
Creative Tinker: Ellen Woods
Creative Tinker: Elsa Caruso
Creative Tinker: Megan Latter
Thinker: Romy Stubbings
National Head Earned & Owned Thinker: Anjana Khallouf
Lead Earned Thinker: Lauren Myers
Earned Thinker: Bass Hornor
Head Design Tinker: Jamie Lane
Design Tinker: Luke Sikora
Media: Avenue C
Managing Partner: Pia Coyle
Business Director: Caroline Kearney
Media Director: Morag Cahill
Digital Director: Caroline Seow
Music Supervision & Artist Partnership
Big Sync
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