VEGEMITE DEBUTS ‘MITEY’ TWIST TO ITS LABELS IN LATEST INITIATIVE VIA THINKERBELL

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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