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 commentVegemite
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]