A new campaign by Vegemite and Thinkerbell is encouraging Aussies to get cooking using the infamous spread, with the launch of a limited-edition range of ‘Mitey Meals’ labels in supermarkets across the country.
The jars and squeezy products will feature labels such as Nachos, Bolognese, Pizza, Barty Parmy, Stir Fry and Pho. The limited-edition labels showcase how Vegemite can enhance recipe favourites via a QR code on front of pack that directs to the label’s corresponding recipe.
Jess Hoare, marketing manager – spreads, Bega Foods said: “While enjoying Vegemite on toast remains a fan favourite, cooking with Vegemite is on the rise.
“Vegemite continues to earn its place in meals across the country, and we couldn’t be happier to see this. To celebrate the many ways that Vegemite is enjoyed, we’ve introduced a rotation of Mitey Meals labels.”
The six ‘Mitey Meals’ labels that have been chosen are a nod to some of the ways that the nation’s beloved Vegemite is most enjoyed.
‘Mitey Meals’ labels can be found across Vegemite’s 150g, 380g and 560g jars, as well as the 200g and 350g Squeezy products.
CREDITS
Client – Bega
Creative Agency – Thinkerbell
Media Agency – Starcom
