How Vegemite Keeps Roses On Every Cheek Without Being Too Thinly Spread

How Vegemite Keeps Roses On Every Cheek Without Being Too Thinly Spread
SHARE
THIS



Last week, Vegemite launched a new partnership with Australian grown Boost Juice, unveiling a Vegemite-flavoured smoothie.

The Australian public went bananas for the product, with B&T’s own coverage of the fruity smoothie on track to be 2018’s most read story.

Clearly, there is something about the brand that still fascinates Aussie consumers, despite the spread reaching its centenary birthday.

Just last year, the Vegemite brand was brought back into Australian hands after Bega bought the much-loved brand for $460 million from Mondelez International.

The move meant Vegemite became locally owned for the first time since 1926.

As well as this, Vegemite also moved its creative account from J. Walter Thompson, who had had the account for 74 years, to newly created Thinkerbell in March.

To find out more about the brand’s strategy and the way a 95-year-old brand is staying relevant, B&T sat down with Vegemite marketing manager Matt Gray.

For Gray, bringing the brand back to its rightful home has allowed Vegemite to re-establish itself as Australia’s most popular spread.

“It all started when Bega bought Vegemite back into Australian hands this time last year.

“We’re proud of the 95-year history and are definitely taking a new direction to celebrate it,” Gray said.

As part of the new direction, Gray said the brand is attempting to tap into the different communities of Australia who may not have the same nostalgic relationship with Vegemite as others.

“Australia’s population make-up is constantly changing.

“While many people grew up on Vegemite, we know with our diverse population not everyone has, and we recognise there are people who aren’t as accustomed to having it,” Gray said.

The efforts to align the brand with more Aussies has led to a series of commercial partnerships with Boost, the Australian Open and even famous actors to name a few.

“We see the value of reaching all Aussies through integrations, for example, people might not know it could be delicious in a smoothie.

“In another instance, we had Chris Hemsworth smear Vegemite on his steak.”

For Gray, another really successful partnership was with the Australian Open, which saw ball boys and girls donned in Vegemite paraphernalia for the duration of the event.

There have also been collaborations with Neil Perry as well as an e-commerce clothing and collectables drop with company Salt & Pepper.

Social Media is also proving a strong tool for the 95-year-old brand, with Gray calling media platforms “critical” to Vegemite.

“It’s really critical, it’s part of our media mix, we use it as a major reach platform, and have half a million followers across different social channels.

“We’re also cognisant of the importance of traditional media.

“We don’t have a prescribed amount to go towards digit or traditional, we just want to reach all Aussies make sure we’ve got a good blend.”

Gray also shone a light on some of the most interesting facts about Vegemite that may surprise lovers of the brand.

For example, “Vegemite is the richest source of B vitamins in the world and the way it really took off was by being sent out in rations packs to soldiers on the front line to get their vitamins,” Gray told B&T.

As well as this, Vegemite got its name from a nation-wide competition asking for entries.

Check out the Vegemite Boost collaboration here.

Please login with linkedin to comment

Vegemite

Latest News

GDPR “Could Be A Content Killer”, Says Expert
  • Advertising
  • Media

GDPR “Could Be A Content Killer”, Says Expert

The way the European Union’s General Protection Data Regulation (GDPR) is interpreted could have a severe impact on publishers, according to one expert. The GDPR was introduced on 25 May 2018 to help consumers protect their data and reshape the way organisations approach data privacy through a consent model. Speaking recently at a roundtable event […]

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.