Bega Peanut Butter spreads success in first masterbrand campaign via The Mark Agency

Independent agency The Mark Agency (TMA) has unveiled its first-ever masterbrand campaign for iconic Aussie favourite Bega Peanut Butter, since being appointed earlier this year.

Together with Starcom Australia, the agencies delivered an integrated campaign, featuring a vibrant national TVC, which showcases the unrivalled versatility of Bega Peanut Butter while celebrating its status as Australia’s most beloved peanut butter spread.

The campaign, brought to life with the tagline “Spread, Snack, Bake & Shake”, seeks to expand the way Australians think about peanut butter, taking it beyond the breakfast table. From smoothies to desserts, baked treats, and beyond, the campaign demonstrates how Bega Peanut Butter elevates meals and snacks throughout the day.

Mary Stafford, Marketing Director of Spreads at Bega Group says: “As a much-loved Australian brand, with over 60 years history, Bega Peanut Butter holds a special place in households across the nation. Our continued investment in this iconic product reflects its significant role within the Australian pantry and its importance to our portfolio. This campaign showcases the incredible versatility of peanut butter, extending its relevance far beyond the breakfast table and into every meal moment. We’re proud to celebrate how Bega Peanut Butter continues to bring Australians together in deliciously innovative ways.”

Using the bouba/kiki effect—a phenomenon that links round shapes with soft sounds like “bouba” and spiky shapes with sharp sounds like “kiki”—the campaign incorporates round and spiky illustrations to visually highlight the textural contrast between Bega Peanut Butter’s Smooth and Crunchy varieties. These playful visuals bring the textures to life, emphasising the creamy silkiness of Smooth and the bold crunch of Crunchy in an engaging and memorable way.

Further, the TVC layers animations to depict the energy, protein, and crowd-pleasing taste that makes Bega Peanut Butter a household favourite.

“Our goal was to celebrate the love Australians already have for Bega Peanut Butter, while inspiring them to use it in fresh, exciting ways,” says TMA Partner Phil Trenbath. “It’s more than a spread – it’s a meal transformer.”

Starcom Australia led the media strategy and delivered an integrated campaign that spans TV, OOH, social media, digital display, retail media, and POS, ensuring maximum reach and impact. OOH placements creatively adapt to the time of day, showcasing how Bega Peanut Butter fits into every occasion, from breakfast to dessert. The campaign reinforces Bega Peanut Butter’s reputation as a family favourite that satisfies while satiating.

Says Marcus Morris, Client Service Director, Starcom Australia: “Bega Peanut Butter (both smooth and crunchy) is a cultural touchpoint for generations of Australians, so it has been a joy to support the brand with a robust and diverse media channel mix crafted to further spread the joy to both existing advocates and new customers alike.”

This launch follows TMA’s earlier success with Bega Group’s Masters Milk, where the agency exposed a local competitor’s controversial “cow-fishing” practices in a ground-breaking campaign that drove volume growth in the White Milk category.

Phil Trenbath highlights TMA’s growing partnership with Bega Group: “We’re excited to be a part of the Bega Group agency village and responsible for much loved Australian brands, including Zooper Dooper, Farmer’s Union Iced Coffee & PURA. We’re proud to bring the same level of creativity, grit, and strategic thinking to Bega Peanut Butter.”

Bega Group
Head of Marketing – Spreads & Water Ice – Mary Stafford
Brand Manager – Spreads & Water Ice – Michelle Coleiro

The Mark Agency
Partner / Account Director – Phil Trenbath
Creative Director – Erin Collett
Art Director – Kris Kang
Senior Strategist Brand and Creative – Talia Mihailakis
Senior Graphic Design – Harriet Adams
Senior Account Planner – Sarah Newbery

Helium.film
Director – Pete Moore
Managing Director- Brenden Johnson
Executive Producer – Anna Greensmith
Producer – Naomi Gurr
Production Assistant – Alex Francis
Stills Photographer Andrew Fawcett.
Production Manager Nicole Richardson

VANDAL
Executive Producer- Anna Greensmith
Producer- Naomi Gurr
Editor – Joe Morris
Colourist Scott MacClean
Animation – Pete Nizic
Flame online – Rosano Lepri
Audio Design– Nigel Crowley
Production Assistant – Phillip Muzzall

Bega Group
Head of Marketing – Spreads & Water Ice – Mary Stafford
Brand Manager – Spreads & Water Ice – Michelle Coleiro

The Mark Agency
Partner / Account Director – Phil Trenbath
Creative Director – Erin Collet
Art Director – Kris Kang
Senior Strategist Brand and Creative – Talia Mihailakis
Senior Graphic Design – Harriet Adam
Senior Account Planner – Sarah Newbery

Helium.film
Director – Pete Moore
Managing Director- Brenden Johnson
Executive Producer – Anna Greensmith
Producer – Naomi Gurr
Production Assistant – Alex Francis
Stills Photographer Andrew Fawcett.
Production Manager Nicole Richardson

VANDAL
Executive Producer- Anna Greensmith
Producer- Naomi Gurr
Editor – Joe Morris
Colourist Scott MacClean
Animation – Pete Nizic
Flame online – Rosano Lepri
Audio Design– Nigel Crowley
Production Assistant – Phillip Muzzall