Vegemite to find ‘Toast of a Nation’: nationwide search for 25 everyday Aussies with exceptional stories; Ten winners to feature on Vegemite jars
Vegemite, via JWT Melbourne, has launched ‘Toast of a Nation’, a new integrated campaign that honours the extraordinary achievements of everyday Australians who are ‘made from Vegemite’.
From yesterday Sunday 22 May to Sunday 28 August, Vegemite is undertaking a nationwide search for 25 everyday Aussies who embody the values of Vegemite and spirit of Australia, crowning the most unique and exceptional as the ‘Toast of a Nation’. Australians are invited to share the remarkable stories and achievements of themselves and people they know by nominating at vegemite.com.au
To inspire and encourage Aussies to join the search for the ‘Toast of a Nation’, Vegemite is profiling the journey and achievements of five sets of Australians in a new series of television commercials, and online documentaries.
The first features an inspiring science professor, Phill Higgins, known as “Phiggles” and renowned for flying across the country teaching science to students in remote communities. The second features the comical tale of the legendary ‘World Champion’ Darwin Ice Hockey Club.
Vegemite is also toasting three other unique Aussie duos, and helping them ‘have a crack’ at living their dream. The journeys of two aspiring professional filmmakers, an ambitious rock-climbing team, and record breaking circus performers will be profiled for the duration of the campaign online, with regular written, photo and video blog posts and social media activity. Australians can follow and support their adventures, and join the nationwide search at vegemite.com.au
These inspiring, determined, yet everyday Aussies who are ‘Made from Vegemite’ and exemplify the Aussie spirit will help select the top 25 nominations, who will be crowned the ‘Toast of a Nation’ on 19 September 2011.
Vegemite is also calling on the people of Australia to get involved and have their say in crowning the ‘People’s Choice’ by voting for their favourite nominee from 25 finalists. The winner will be rewarded with the ‘Ultimate Vegemite Australia Day package’.
And in a first for Vegemite spread’s 88-year history, ‘Toast of a Nation’ creates the opportunity for everyday Australians to feature on the famous Vegemite jar, of which over 23 million are sold each year. Ten of the 25 winners will serve as inspiration for a limited edition collectable Vegemite jar, to be released as part of Vegemite’s Australia Day celebrations in 2012.
Says Kraft Foods Australia Senior Brand Manager for Vegemite, Andra Gough: “We recognise that Vegemite is an integral part of Australia’s culture, identity and personality, and as such, we need to connect and give more back to Australians. The ‘Toast of a Nation’ campaign is our way of celebrating the extraordinary achievements of everyday Aussies, who have made Vegemite the proud Australian icon it is today.”
CAMPAIGN CREDITS
JWT – Peter Randeria, Anuj Mehra, Prue Tehan, Elka Voigt, Angela Morris
Executive Creative Director: Richard Muntz
Creative: Keith Nicholas, Scott Glennon
Director: Mark Molloy
Production Company: Exit Films
Post Production: The Butchery
Digital: Tgarage – Paul Rhodes, Paul Lamble, Mat Medcalf, Sam Patterson, Jo McGuire
Experiential: Traffik – Nick Harvey, Rebecca Leijer
Media: Carat – Sarinna Harte, Hayley Crossthwaite, Vanessa Jagiello
PR: Royce – Matthew Mahon, Angela Wilkinson, Sarah Kempson, Jess Lindsay
Retail/on pack: Oxygen Interactive – Warwick Purves, Iain Crittenden, Sommer Hampson, Briohny Mackenzie
3 Comments
Nice.
And well done for getting this up after the iSpread 2.0 debacle.
Yes, well… interesting pun-based strategy. Get it, toast, get it? Funny, not really. Relevant, not really. The landscape of Australia has changed. Unfortunately the mentality of Aussie ad agencies has not. The nostalgic Happy Little Vegemites TVC is still by and far a better idea. It’s dinkum. It’s honest. And it was based on a sound strategy. I believe that it significantly increased market share too. Try harder, mate.
The”Flying Scientist” did this for 10 years just to help the remote kids who didn’t have the chance to experience real practical science and see its relevance to the station operations and a possible career path for them.
Australia Post covered the costs after he had funded it himself for 3 years. The Vegemite ad recovered his initial outlay and he was proud to have helped the kids and never made a penny out of it. He just did the job and asked for no recognition but he deserved plenty.
I am proud to be a friend of him and his wife who flew with him.