Vegemite unveils new campaign via Thinkerbell to celebrate launch of Vegemite Squeezy
Today, iconic Aussie brand Vegemite is expanding its range – announcing the arrival of a new product – Vegemite Squeezy. Accompanying the launch is a new campaign via agency Thinkerbell.
Vegemite Squeezy is Vegemite, just squeezier and upside down in a squeezable bottle. If you thought that the limited-edition Vegeknife was the best thing since sliced bread, you will love the convenience of the new Vegemite Squeezy.
Says Matt Gray, head of marketing at Bega Foods: “We know that Aussies are passionate about their Vegemite and here at Vegemite, we take a lot of pride in making a range of Vegemite products that every Australian can enjoy. We’re excited to launch Vegemite in this new convenient format. It’s the great tasting Vegemite you know and love, just easier and squeezier.”
Bega Cheese Limited’s team of Vegemite experts have worked hard behind the scenes at the home of Vegemite in Port Melbourne to deliver a great tasting Vegemite Squeezy product.
“We know that cooking with Vegemite, fondly referred to as ‘Australia’s umami’, is on the rise. From Vegemite and cheese spaghetti to Vegemite and cheese scrolls – Vegemite creations are popping up in kitchens across Australia. Vegemite Squeezy makes Vegemite even easier to use and enjoy – Vegemite enthusiasts will love the new addition to the Vegemite family.”
How do you make anything ‘Taste Like Australia’? To support the arrival of Vegemite Squeezy, Vegemite will be launching a new advertising campaign that lets people know how to make anything ‘taste like Australia’. Simply squeeze a little bit of Vegemite in your spag, on your snag or your favourite snack. The campaign will be across out of home, digital, tv and other channels. The campaign for Vegemite Squeezy also builds off the media generated after the launch of the Vegeknife – highlighting the issue of cross contamination with Vegemite and butter.
Client: Bega, Vegemite
Creative and Media Agency: Thinkerbell
19 Comments
Sure a lot of people will buy this, dont know why they didn’t do it before.
Does it taste exactly the same I wonder
did you just make your own “solution” redundant?
let’s brainstorm ten ideas and then execute all of them.
If it is similar to the stuff in the travel tube, then no. Seems like they mix it with margarine to make it more spreadable, and lose the biting burn in the process.
Well that’s whole lot of nothing
The knife was a bit how ya going. But this is a genuine solution.
Seems like Thinkerbell is going to keep pumping out these little innovations for Vegemite. Could been nice to take the angle of Australians being proud of their inventions – Hill’s Hoist, blackbox, electronic pacemaker, winged keel, wi-fi, Vegemite knife, squeezy vegemite.
Creating a new product packaging format, the NPD, the COGS, the logistics, has zero to do with Thinkerbell.
Wrong
Simple and fun. The fact there is a disclaimer on the still says a lot about advertising in Australia. OTT conservative.
Did that back in 2007
https://www.oneclub.org/awards/theoneshow/-award/5456/marmite-squeezy
Not the lamb roast! Can cope with all other executions but not the lamb roast!
I wonder if the original line was ‘tastes like down under’. Cause it sure fucking does.
Piss off, Pom.
This is bang on for vegemite. Thinkerbell clearly understand this brand more than the people commenting here.
Very good. This will work gang-busters. Well done Thinkerbell.
That Marmite execution was great, really, but 2007 c’mon that was years ago. No one will remember.
Because I thought this product already existed!
Why is everyone crediting Thinkerbell with the creation of the squeeze bottle (which has been around for decades)?
Can we talk about the ad? You know, the absolute piece of nothing ad with the squeezie bottle in it? Why would you even PR this?