Iconic Aussie spread Vegemite has unveiled its ‘Tastes Like Australia’ campaign – its first one in six years.
The campaign is a clear departure for the Vegemite brand and is the work of creative agency, Thinkerbell, who took over the account last year from J. Walter Thompson.
The ‘Tastes Like Australia’ campaign celebrates and embraces every part of Australia. An aim of the creative is to start a national conversation reflecting on what Australia means and tastes like.
The full 60-second ‘Tastes Like Australia’ advert opens with Pauline Hanson’s iconic “Please explain”, before montaging a raft of Aussie talent, icons and historical moments together.
The campaign will also launch with a 30-second TVC edit, and will feature across multiple platforms including its own interactive microsite.
The ‘Tastes Like Australia’ site also allows users to watch the commercial and actually navigate through each clip, talent and location to learn about its place in history.
The media mix spans traditional TV, cinema and outdoor, as well as digital.
Thinkerbell co-founder Adam Ferrier believes the creative behind the campaign will prompt Aussies to think about what Australia means to them.
“The ‘Tastes Like Australia’ campaign is topical, thought-provoking and aims to promote a discussion about national pride, difference and unity,” he said.
“And while the intent of the campaign is clear, a true celebration and embrace of our unique nation and Vegemite, there is no doubt the interpretation of the creative elements, could spark some heated discussions.
“We live in a place full of beauty and prosper, but when you think about it, it’s pretty quirky: supersized prawns and bananas, an intriguing and dynamic political environment, and the love of an underdog. These are all uniquely Australian… just like Vegemite.”
Thinkerbell co-founder Jim Ingram added: “It’s really about creating a parallel of distinct, memorable and iconic moments throughout Australian history against the backdrop of Vegemite.
“We hope the ad will elevate a discussion about Australianism and, to be honest, it is all a bit of fun. When we became custodians of the iconic Vegemite brand, we knew we needed to handle it with care – along with the entire Bega portfolio.
“Through ‘Tastes Like Australia’, we hope we’ve done Vegemite and Australians proud by representing everything that makes up this great country.”
Vegemite marketing manager Matt Gray said the campaign is relevant, fun and highly distinctive.
“But more than anything, it’s ultimately a toast to this great nation and a spread that well and truly deserves its place in the pantry as a true, Australian icon,” he said.
“Through this campaign, we want to cement our place back on Australian kitchen tables and ensure we remain as iconic as ever.
“We see it as our responsibility to create new connections and moments in time between Vegemite, and all members of this great nation.