VEGEMITE unites fans for knowledge sharing campaign, via Thinkerbell
VEGEMITE is asking its fans to help their fellow Aussies give the spread a try, via a new initiative from Thinkerbell.
The ‘Unite with VEGEMITE’ project calls for eaters of the titular condiment to share 30-second videos of themselves explaining how they eat VEGEMITE. The videos are to be submitted to the initiative’s website, with sharers being given a chance to win prizes and feature in official VEGEMITE ads.
Head of spreads at BEGA Group, Mary Stafford, said that VEGEMITE, despite its iconic status within Australian pantries, tends not to be peoples’ first choice for a spread.
“We know it can be hard for people who don’t eat VEGEMITE, or have had a bad experience in the past, to pick up a jar and know what to do with it. There’s a whole new generation of Aussies missing out on the unmistakable joy of VEGEMITE simply because they haven’t found their way to love VEGEMITE… yet,” she said.
“That’s why we’re asking VEGEMITE lovers to capture a quick, 30 second video of your favourite way to enjoy VEGEMITE – something personal to you and your family.
“By sharing, you’ll inspire Aussies everywhere to give VEGEMITE a go, just the way you love it!”
Georgina O’Hare, business director at the media agency attached to the campaign, Starcom Australia, conveyed Starcom’s excitement for the work.
“We’re really excited to be part of the ‘Unite with VEGEMITE’ campaign showing people how to VEGEMITE right… or their right way that is! We are looking forward to seeing fans share their favourite ways to enjoy and to inspire others to get it right,” O’Hare said.
“There’s two types of people out there… those that love VEGEMITE, and those that just haven’t tried it the right way yet,” added Thinkerbell’s executive creative tinker and co-founder, Ben Couzens.
“So ‘Unite With VEGEMITE’ now exists to educate… or should I say ‘vegucate’… everyone so Australia’s iconic taste can be enjoyed by all.”
The campaign is running across retail, radio, out-of-home (OOH), social and digital channels. It will also be amplified via partnerships over the summer season.
CREDITS
Client – VEGEMITE, Bega Group
Creative agency – Thinkerbell
Media agency – Starcom Australia
Influencer management – Prodigious Play
Production company – Hotel Bell @ Thinkerbell
Photographer – Jon Webb
Food Stylist – Leanne Bennett – Jones
Website – Macadamia
Sound – Rumble
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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