Vegemite gives unusual cooking tips to celebrate its new squeeze bottle

Continuing on its mission to save Australians from getting butter in the Vegemite jar, the latest initiative from the brand is putting Australia’s famous spread in a squeezy bottle.

Suggesting Australians should squeeze Vegemite on their pizzas, bolognese sauce, stir fry and sausage sandwiches, the campaign to launch the new bottles invites customers to make all their food ‘taste like Australia’.

It comes soon after Vegemite introduced limited-edition, double-ended knives for customers to use one end for butter and the other for spread.

Head of marketing at Bega, Matt Gray, said: “We know that Aussies are passionate about their Vegemite and here at Vegemite, we take a lot of pride in making a range of Vegemite products that every Australian can enjoy.”

The new campaign, from Thinkerbell, is rolling out across out of home, digital, tv and other channels.

“We know that cooking with Vegemite, fondly referred to as ‘Australia’s umami’, is on the rise. From Vegemite and cheese spaghetti to Vegemite and cheese scrolls – Vegemite creations are popping up in kitchens across
Australia,” Gray said.

“We’re excited to launch Vegemite in this new convenient format. It’s the great tasting Vegemite you know and love, just easier and squeezier.”


Client: Bega, Vegemite
Creative and Media Agency: Thinkerbell


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