Thinkerbell Snares Vegemite’s & Bega’s Creative Away From JWT After 74 Years

Thinkerbell Snares Vegemite’s & Bega’s Creative Away From JWT After 74 Years

Adam Ferrier’s newly-formed creative agency Thinkerbell has snared another big scalp, landing the creative for the iconic Vegemite and Bega brands.

Thinkerbell has won the business from incumbent JWT and the decision to change agencies comes off the back of the Bega Cheese acquiring the Mondelez Foods business in 2017 and bringing Vegemite into Australian ownership for the first time in over 90 years.

This milestone triggered a desire within the marketing team to re-invigorate the business’ agency roster with a bold and ambitious approach to the brand’s management.

Ben Hill, marketing director Bega Foods, said the recent strength and positive-growth on Vegemite could be attributed largely to the increased exposure the brand has been generating. One driver of this has been the return of the iconic brand to Australian ownership under Bega and the positivity surrounding the return of Vegemite to home soil.

“Through recognising the strength in our Australian heritage and our need to focus on the future to continue positive momentum, we felt the time was right to refresh our creative agency. Thinkerbell – a new cutting-edge Australian agency – represent everything that we want our brands to deliver,” he said.

Thinkerbell was founded in July 2017 and is led by Adam Ferrier, Ben Couzens, Margie Reid and Jim Ingram as partners. The creative agency represents a great balance between strategy and creative, and they will now manage the creative execution on the Bega Foods suite of brands including Vegemite and Bega Peanut Butter.

On the recent win, founder Adam Ferrier said, “We feel a great responsibility and are thrilled to be at the helm of the creative execution to drive the future success of brands such as Bega and Vegemite, two of Australia’s most loved and iconic brands.”

Margie Reid, managing partner added “Our approach and differentiation is that we focus on bringing science and creativity together. We will use this combination to spearhead the development of a new creative platform that will help both Vegemite and Bega Peanut Butter continue to grow into new markets locally and abroad”.

While the new partnership is set to propel Vegemite into the future, the team at Vegemite acknowledge with great pride, the extensive success former agency – JWT – had over their history on the brand.

JWT were the creative minds behind the now famous “Happy Little Vegemites” campaign Australians still enjoy today. Vegemite enjoyed a strong and successful relationship with JWT that lasted 74 years and produced some of Australia’s favourite moments; connecting the brand to millions of homes and families in Australia and around the world.

Ben Hill concluded, “We anticipate a bright future with Thinkerbell and can’t wait to inspire more Australians than ever before.”




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Adam Ferrier Bega JWT Thinkerbell Vegemite

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