Vegemite champions Aussie kids in latest ‘Makes ‘em Mitey’ brand platform via Thinkerbell

Is there a reason that Aussies are so good at everything? There just mite be. Australia’s most iconic spread is launching a distinctive new brand platform developed by Thinkerbell, that taps into a hidden truth Aussies have instinctively known for generations – VEGEMITE is the not so secret weapon behind the nation’s success.

Highlighting VEGEMITE’s brain and body function benefits, thanks to its richness in B vitamins, this new work is inspired by the way Aussies have always punched above their weight. From our cricketers to the Matildas to our prolific inventors to the many Aussies taking over Hollywood, ‘Makes ’Em Mitey’ champions Aussie kids as they pursue their passions.

Says Mary Stafford, Brand Director, Bega: “The Vegemite jar has been a staple inside Australian pantries for generations and as one of the richest sources of Vitamin B, it’s been powering Australians’ minds and bodies. We’re thrilled with the Makes ‘em Mitey campaign and this bold new approach to match the bold flavour we’ve always had.”

Visually, the campaign introduces a new design system inspired by the high-impact, high-energy world of sports advertising with one unmistakable element at its core: the VEGEMITE jar. The iconic red-and-yellow label features throughout the creative as a badge of honour, a training staple, and a proud symbol of Aussie greatness.

Says Jonny Rands, Executive Creative Tinker, Thinkerbell: “Is Australia really the lucky country? Or do we have a secret advantage? This new platform unmistakably heroes VEGEMITE and its benefits for the next wave of successful Aussie legends. The kids we cast are genuinely skilled at what they do, so visually, we treated them like performing athletes in their element. We used one of the nation’s most distinctive assets, the VEGEMITE jar, to frame them as the poster kids of a new generation.”

‘Makes ‘Em Mitey’ is an evolution of the ‘Tastes Like Australia’ platform, which returned the brand to growth and has successfully underscored VEGEMITE’s identity since 2017 – winning a silver Effie for long-term effect.”

The work will begin rolling out across OOH, digital, retail and packaging nationwide, with a full calendar of exciting activity to come.

Client: VEGEMITE, Bega.
Creative Agency: Thinkerbell
Photography: Sacha Stejko
Media: Starcom