Vegemite rival, AussieMite, has served up a controversial slice of comedy poking fun at the Catholic church.
The spot, by creative agency Grown-Ups, shows churchgoers queuing up for communion. When one worshipper reaches the front, she dips her sacramental bread into a jar of AussieMite – prompting the priest to do the same.
A statement from AussieMite admits: “Unlike AussieMite, the ad is probably not to everyone’s taste.”
Elise Ramsey, AussieMite marketing director, said: “To go up against Vegemite in Australia and Marmite in the UK, we needed something that would get people talking and Grown-Ups delivered. We couldn’t afford to play it safe, so the brief was to get AussieMite noticed and show how tasty our product is.
“They did that with humour that very much suits our brand.”
Grant Booker, creative partner at Grown-Ups, added: “It’s great to have a client like AussieMite who understands what advertising is all about – getting noticed.”
The campaign will run online and across social media in Australia and in the UK.
Client: AussieMite; marketing director: Elise Ramsey; agency: Grown-Ups; writers: Mick Hunter and Ian Morton; art director: Grant Booker; production company: Film Graphics Entertainment; director: Marc Furmie; producer: Ciaran Jordan; DOP: Tim Nagle; editor: Toby Denneen; special effects: Action Animatics; gaffer: Ed Renew; costume: Ayesha Rose; runner: Ahmed Goudaa; music: Arizona; composer: Peter Kaldor