Biscuit giant Arnott’s has partnered with Australia’s iconic spread to create a new snack: Shapes Vegemite & Cheese.
The new flavour of Shapes is being dubbed as ‘the spirit of the nation distilled down into a cracker’.
To celebrate the unique heritage of Arnott’s and Vegemite, Shapes Vegemite & Cheese will be baked in the shape of Australia and displayed in disruptive black packaging to reflect colour of the iconic spread.
To promote the new product, Arnott’s has partnered with Seven West Media and five Aussie legends: broadcaster Bruce McAvaney, Olympic gold medallists Cathy Freeman and Giaan Rooney, former Australian cricketer Glenn McGrath, and comedian and actor Shane Jacobson.
The legends will feature in a TVC, digital and social media campaign.
Shannon Wright, brand manager at Arnott’s, said: “Arnott’s Shapes has been a favourite in Aussie homes for over 50 years. It has been a staple at any backyard barbeque, beach cricket match, or holiday road trip for countless summers.
“As we kick off 2019, what better way to celebrate than to launch a new legendary Shapes flavour, partnering with Australia’s favourite spread?”
“We believe the flavour pairing between Shapes and Vegemite are made for each other, and we’re proud to launch such an iconic snack just in time for summer entertaining.”
Vegemite marketing manager Matt Gray said: “Our iconic Vegemite has been fuelling generations of Aussie families for over 95 years and we love being a part of new innovations that show how extremely versatile our spread really is.
“No doubt, Vegemite is the perfect flavour to be infused into Arnott’s Shapes this summer – another Aussie brand we’ve always been proud to share the cupboard space with.”
Shapes Vegemite & Cheese is now available at all major supermarkets nationally.