Publicis’ Starcom has won all of Bega’s media after a competitive pitch.
The Publicis-owned agency already had Bega’s Lion Dairy and Drinks business which Bega acquired for $500 million earlier in January year, but will now oversee the entire Bega portfolio of brands, which includes Vegemite.
Vegemite’s media and creative were both handled by Thinkerbell. B&T understands Thinkerbell will continue as the brand’s creative agency of record.
Bega’s range includes such household FMCGs such as Bega Peanut Butter, B Honey, Simply Nuts, the Bega cheese range, ZoOSh dips, mayonnaise and dressings and Farmer’s Table Butter and Cream Cheese.
Sharon Winton, marketing director, Bega Dairy and Drinks told B&T: “Starcom has been a valuable business partner for 13 years, delivering award-winning campaigns that help grow our business.
“We have a first-class team working on our account, and we are thrilled to welcome their global perspective and audience-centricity to the broader Bega family of brands,” Winton said.
The win continues an impressive 2021 for the Starcom team that has so far retained Metcash, P&G ANZ and Stellantis, while winning new business that has included Tourism Tasmania, Miele, and Total Tools.
