Bega toasts 125 years by putting ‘Toastie Town’ on the map in new campaign via Thinkerbell
This week Bega Group celebrated its 125th birthday by turning the town of Bega into ‘Toastie Town’ in a new campaign via Thinkerbell, encouraging every resident and visitor to raise a Bega cheese and Vegemite spread toastie.
Raising a toastie with Bega cheese and Vegemite spread felt like the perfect tribute to honour the iconic Australian food company’s milestone.
Says Barry Irvin, executive chairman, Bega Group: “Our success would not be possible without the support of the nation. As we celebrate 125 years with a toastie or two, we look forward to continuing to build on our legacy with new products and sustainable practices that meet the evolving needs of our customers.”
The town of Bega changed its name to Toastie Town for the day including signage in and out of the town. Toasties were placed on the menu at cafes and bakeries and other venues around the town – and the new Toastie Hub popped up at the Toastie Town Bega Heritage Centre (formerly known as the Bega Heritage Centre).
Toastie Town welcomed visitors from all over the country, with it being talked about in over 70 earned media placements across The Australian, ABC News, WIN News, Channel 9, Channel 10 and the Herald Sun to name a few.
Says Tom Wenborn, chief creative, Thinkerbell: “For more than a century the Bega Group has played a significant role in shaping Bega’s local community and surrounding areas. We wanted to celebrate this milestone and pay homage to the people who have been part of the Bega Group’s journey by putting one of their most famous innovations on the map… The humble toastie. From local community members and employees to the brand’s customers, it’s been wonderful to see everyone get behind the idea.”
Toastie Town was located at Bega, New South Wales for bypassers and visitors to see. It was brought to life across earned and social, with hundreds of delicious toasties given away for visitors to enjoy.
Since 1899, Bega Group has grown its brands to be synonymous with quality and tradition, capturing the hearts and taste buds of Aussies everywhere, earning its place as a staple in kitchens across the country.
Bega Group and Thinkerbell acknowledge the lands of Yuin-Monaro Nations, which the work was shot on.
Creative, earned, production: Thinkerbell
Client: Bega Group
Photography and content: Spilt Milk
10 Comments
mockups…
Is it ‘raise a toastie’ or ‘toastie town’?
Also, love how the truck artwork doesn’t have any brand.
Doesn’t mean you should PR it.
The local Bega Hospital (SERH) has Mainland Cheese for patients…..not a good look
From the team that changed a name of a town to ‘speed kills’….comes a riveting sequel
That was 3 agencies ago and a very different idea. Thx for following though
When are we going to stop 1.. believing this is effective advertising 2.. pring the account service mock ups from slides?
Our brand, Bega, decided to change the name of the real life town it is named after (Bega) to Toastie Town, because …. the locals didn’t hate advertising agencies enough already?
1. It’s called earned media. It’s not the only thing, but it’s a thing. It’s measurable. It plays a role.
2. Good point.
That stick holding up the 5km to Toastie town sign is so thin, even the wake from a passing bike would blow it over. I guess it wasn’t up long enough for that to happen.