Vegemite teams up with Thinkerbell for the game-changing ‘Vegeknife’
Australians take their Vegemite seriously, and now the iconic Aussie brand’s latest campaign with Thinkerbell has unveiled a new product designed to end cross-contamination when preparing breakfast.
In a recent study, the team at Vegemite and Bega Cheese Limited found 58% of Aussies get unwanted butter in their Vegemite jars, and hence the idea for the Vegeknife was born.
The Vegeknife
Vegemite marketing manager Jacqui Roth called the new invention a “breakthrough” in dual-headed cutlery.
“Aussies are opening up their jars of Vegemite to find that butter has somehow made its way in,” she said.
“We can’t have that. So, we’re introducing a solve – the limited-edition ‘Vegeknife’. The limited-edition Vegeknife is a dual-headed cutlery breakthrough, with one end for butter and one end for Vegemite – so now, there’s no reason to get butter in the Vegemite jar.”
The study also found that 32% of respondents were irritated by discovering butter in their jar of Vegemite, while 49% said agreed it’s not their fault if butter ends up in the jar.
“We know that Australians take their Vegemite toast very seriously, and we hope that the Vegeknife will remove the need for difficult household conversations that are centred around finding out who’s responsible for the butter in the Vegemite jar,” Roth added.
“Cross-contamination between spreads in your household will be a thing of the past.”
As part of the new campaign, there are digital and out-of-home assets supporting the release of the Vegeknife, and Vegemite is also giving away one of 200 Vegeknifes.
The Vegeknife comes with one end specifically for butter, and the other for Vegemite. The competition is open until Sunday, October 25.
Thinkerbell won the Vegemite account in March 2018 after the brand spent 74 years with JWT, and in recent years has executed some superb campaigns for the iconic Aussie spread.
They began with a ‘Tastes Like Australia’ campaign starring Aussie icons Pauline Hanson, The Big Prawn, Rebel Wilson and Ned Kelly, before going head-to-head with Marmite during the 2019 Ashes.
Earlier in 2020, Australia’s own world #1 tennis player Ash Barty answered what ‘being a number one tennis player tastes like?’, with Vegemite releasing ‘Bartymite’ jars and t-shirts.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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