VEGEMITE DEBUTS ‘MITEY’ TWIST TO ITS LABELS IN LATEST INITIATIVE VIA THINKERBELL
A packaging change can communicate a lot. VEGEMITE’s limited-edition range of “Mitey Meals” labels have just landed in supermarkets across the country, in a new initiative by VEGEMITE and Thinkerbell that encourages Aussies to get cooking with the nation’s favourite spread.
The jars and squeezy products will feature “Mitey Meals” labels such as: “Nachos”, “Bolognese”, “Pizza”, “Barty Parmy”, “Stir Fry” and “Pho” – and the limited-edition labels showcase how VEGEMITE can enhance recipe favourites via a QR code on front of pack that directs to the label’s corresponding recipe.
“While enjoying VEGEMITE on toast remains a fan favourite, cooking with VEGEMITE is on the rise,” explains Jess Hoare, Marketing Manager – Spreads, Bega Foods.
“VEGEMITE continues to earn its place in meals across the country, and we couldn’t be happier to see this. To celebrate the many ways that VEGEMITE is enjoyed, we’ve introduced a rotation of Mitey Meals labels.”
The six “Mitey Meals” labels that have been chosen are a nod to some of the ways that the nation’s beloved VEGEMITE is most-enjoyed.
Consumers will be able to find the “Mitey Meals” labels across VEGEMITE’s 150g, 380g and 560g jars, as well as the 200g and 350g Squeezy products.
Client – Bega
Creative Agency – Thinkerbell
Media Agency – Starcom
19 Comments
Yet another label name change idea.
I doubt ever second person in Oz advertising is gonna claim they worked on this label change like they did way back when with Coca Cola.
Coke put peoples names on cans 10 years ago therefore this is a crap idea. It doesn’t matter if it’s strategically on point and will increase consumption without costing anything Coke did something sort of similar with a packaging change before
More like a bandaid approach. It seems to be the way Tinkerbell go about their creativity. Low cost ideas that are either puns or very basic thinking attached to brands.
Dream Cheese…on toast.
If you want to improve your book, make some great work, have some fun, we are hiring. Cheers
Client: XXXX
Idea: Replace the logo with the postcodes of the players home towns.
Client: Vegemite
Idea Replace the logo with the dishes it can go with.
I think this great. Sure, it’s comparable to a bunch of other brands’ previous work. But you know what? Most Australians won’t give an F. They’ll just reconsider how they’re using Vegemite. Job done.
Elderly people will be confused.
This not so old person was confused…..mine said Pho on front …thought woolies had slipped a generic brand in among the Vegemite jars🤣
Who cares if it’s a new or old idea?
The only thing that’s important is that it’s the right idea.
I challenge any creative to show me a book full of original work. As Picasso suggested – the real talent is to know what to copy.
The only people who will think this is great are the advertising agency. For those who already enjoy Vegemite it just says “Bega doesn’t believe our iconic spread is good enough to stand on its own”.
I want to see “Vegemite” on the jar. If you want recipes, put them on the back.
Almost didn’t buy it, confused by the Bolognese label
I didn’t buy it, purely because it didn’t say VEGEMITE. After all the hype about getting the brand back into Australian hands, they go and change it; stupid, stupid marketing.
These sorts of things should go on the back of the jar; which is where I got the idea to have eggs on vegemite toast back in the early 90’s. This is still my goto breakfast, although I do add a slice of cheese.
If the marketing people want something to do, go mow the lawn.
I reached out to buy a large vegemite in the supermarket yesterday and didn’t do it because of the stupid labels. I can eat jam until they’re over this brain-fart. If you want people to cook with it, have a recipe pad tied to the shelves.
I had no idea what PHO meant when I saw theses silly jars. I have never figured out how these QR code things work.
I needed vegemite for my toast so reluctantly picked up a jar, but not happy with the confusion.
At least the vegemite seems to taste normal.
Bega should implement some in-house common sense training for its executives.
However, I’d expect that the consumer reaction to this silliness will be interpreted as a brand-awareness success by the advertising drones.
No VEGEMITE No Buy.
You could have included the name VEGEMITE and added other names like Nachos underneath, not removed the name.
Like VEGEMITE Nachos.
We are sick of name changes.
I will try bolognese if it has not go the original taste it will be goodby to vegemite it mite be good and will have to be Bill