Vegemite marks 100 Mitey Years with a Happy Little Remake of its iconic ad via Thinkerbell
Vegemite is today revealing its highly anticipated remake of its iconic Happy Little Vegemites advertisement as the brand inches towards its 100th birthday, in a campaign via Thinkerbell and Starcom.
Vegemite’s Happy Little Remake comes off the back of a national public casting call in April, that invited kids of Australia to audition for a once-in-a-lifetime role in its iconic remake. Children all over the nation responded in droves and Vegemite received over 10,000 audition applications from aspiring Happy Little Vegemites destined for stardom.
Says Matt Gray, general manager marketing Bega Foods: “When Vegemite announced the remake of the Happy Little Vegemites ad, we knew one thing was true – it was a chance for some lucky kids to weave themselves into the Aussie history books. Vegemite has played a key role in this great nation since 1923, and we couldn’t think of a better way to celebrate its incredible legacy than by inviting a new generation of Happy Little Vegemite’s to be a part of something incredibly special.”
Along with a new cast of Happy Little Vegemite’s the remake also features a very special member of the Vegemite family. Many might recognise the iconic Trish Cavanagh who was just seven years old when she marched on top of the Vegemite jar in the original 1950s ad, and now 64 years later she’s back, aged 71, and on board as a special guest within the 2023 remake.
Says Cavanagh: “I’m so honoured Vegemite asked me to be involved in the ad that changed my life forever. Vegemite has been and continues to play a huge role in my life, and I am so thrilled to be passing the baton to the next generation of Happy Little Vegemite kids.”
Says Regina Stroombergen, head creative tinker at Thinkerbell: “I can’t really think of a more iconic Australian ad than the original Vegemite commercial, so having the opportunity to give it a bit of a remix for 2023 is a real honour.”
The campaign will roll out across television, BVOD and YouTube, including targeted activity across breakfast TV, with media managed by Publicis Groupe’s Starcom.
Says Marcus Morris, client service director at Starcom: “It has been a privilege to work with Bega on such a well-loved brand. Vegemite has found a place not only in Australian households but in Australian culture and will continue to do so for many years to come.”
The Happy Little Vegemite ad embodies everything great about this country that we call home. The new Happy Little Vegemites ad, and the next generation of Happy Little Vegemites, proudly celebrates the tapestry of Aussie life – where the simple act of enjoying Vegemite brings people together and fosters and sense of belonging and nostalgia that resonates with every Australian heart.
Vegemite thanks each Happy Little Vegemite who submitted their audition, and each person who has held Vegemite close throughout its 100-year history.
Client: Bega, Vegemite
Creative Agency: Thinkerbell
Production Company: Eric Tom & Bruce
Music Re-mixer: Terry Mann
Media Agency: Starcom
Casting: Studio P
22 Comments
Really rate this remake. nice one TBELL
Especially the bit at the end. Gave me goosebumps
So good! Punters will love this
This is soooooo good. Well done Thinkerbell.
GOOSEBUMPS!! incred you’ve got the original girl in it too!
That’s cringeworthy. Maybe 10 more glitches would save it.
No. What’s cringeworthy is me ‘beat-boxing’ in front of the whole school in year 5.
This. This is cool.
LOVE this! Watched it 3 times. The casting & wardrobe are 10/10. Well done all involved.
Love it, the song is everything and the kids are adorable.
Nailed it.
Such a great throwback and executed well. Great to see the original star ⭐️
I felt that.
Iconic
Didnt Qantas do the exact same remake for their 100 a few years back?
Pretty sure Marmite is better
There was so much room for this to be shit but they’ve done it justice, well done client and agency
Cheesy stuff Thinkerbell. Looks like it would have been a fun brief and you did the most expected thing possible
iSnack 2.0!
Thinkerbell staff putting lots of hours against CBC001 – CampaignBriefComments
You had 100 years to come up with something creative and instead you spent 10 minutes glitching the old ad. There’s no idea here just a technique. Bit of a shame really for such an iconic brand
Literally the only ad you can remake where real people will actually give a shit. Crowd pleaser. Well played.
I think my geriatric mother would like this.
Top stuff Thinkerbell.
Bang on for the brand.
Now if only the NRL would understand the power of a song…
😉
Fantastic job Jack Ralph and team ET &B Nailed it!!!!!