VEGEMITE NOW A GLOBAL PHENOMENON

Picture 258.pngIBM research reveals Vegemite is the world’s most loved brand on the internet.
 
According to the internet, Russell Crowe loves his with tomato, Miranda Kerr enjoys hers with avocado, while Dannii Minogue says it’s the perfect hangover cure.
And it seems that it’s not just Aussie and New Zealand celebrities that are falling in love with Vegemite; the whole world is - with new IBM research revealing the black spread made down under is the world’s most loved brand on the internet.
Move over global mega brands Coca-Cola, Nike and Starbucks, when it comes to worldwide online users searching brand names and commenting on brand appeal, Vegemite tops the lot.
The research analysed 1.5 billion posts across 38 languages within social networking sites, blogs, message boards, and online news. The results discovered 479,206 mentions for Vegemite, with brand affinity found more often than any other product globally. The research also revealed some other remarkable findings, uncovering the plethora of individual ways people eat their Vegemite.
It appears developing your own Vegemite technique is a national, and now an international pastime – everyone has their own way of eating it. Without realising, you could be an Edger, Dunker or perhaps even a Wormer.
On the back of the IBM research, Kraft has undertaken some preliminary research into the way people enjoy Vegemite. At this early stage, according to more than 1,000 Kraft employees, it appears that there are three core ways people eat Vegemite, Streaker (38%), Slapper (13%), & Nudist (10%). There are another nine or so styles which are prominentt, however, Kraft know that there are thousands more ways that people enjoy it and they want to know how Vegemite makes the nation tick.
Can the way you eat your Vegemite actually reflect your personality type?
Are you a ‘Slapper’? Perhaps this is someone who is loose with the way they apply their Vegemite, and slaps it on like a brickie with a trowel. If so, this could indicate you are particularly disorganised, or in a hurry to eat breakfast and relish in the fact every mouthful is a surprise. Or are you at the other end of the scale, known as a ‘Streaker’, and prefer just a couple of light streaks of Vegemite?  If this is you, perhaps you don’t realise you can never have too much of a good thing.
IBM has started the research, but now it’s time for Vegemite eaters to decide – How Do You Like Your Vegemite? Let the nation know at www.howdoyoulikeyourvegemite.com.au. The results of which will provide Australia with the Vegemite Census 2008 – the ultimate way to consume your Vegemite.

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Move aside ‘Happy Little Vegemites’, the Kamen Brothers have lifted the lid on the bizarre underground world of the many strange ways people spread their Vegemite in a new campaign that asks Australians, “How do you like your Vegemite? Are you a Wormer, a Streaker or a Slapper?" Written by Scott Glennon and art directed by Keith Nicolas from JWT Melbourne, the two spots are a bold parody of the 'educational film' format. Seven sets were designed, built and then shot over two days in a studio allowing for a visual style that plays homage to cringe worthy cult-comedy series such as 'Look Around You' and 'Garth Marenghi’s Darkplace Hospital'. All in a day’s work for young director Matt Kamen and producer Chris Kamen as these new spots add to their burgeoning reel of performance comedy, bold casting and kooky set design.
View the the SALLY TVC and BERNARD TVC
Speaking from somewhere off the coast of Australia on The Guild’s company yacht ‘White Pony’ director Matt Kamen said: “It’s been a real privilege to work with Keith and Scotty at JWT on such a universally loved Aussie brand, and even better that the client took a leap of faith by allowing us to bring Vegemite into a new space it hasn’t been before."
Says JWT Melbourne creative director, Richard Muntz: “Internationally recognised symbol, synonymous with the Aussie flag, ubiquitous staple found in every kitchen cupboard: could you up Australians' attachment to the Vegemite brand? Thankfully our task was to do a job on consumption.  Unique as it is, we found within the cult of Vegemite exists a series of subcultures; the edgers, the avocadoers. Holding a nation-wide Census posing a simple question ‘How do you like your Vegemite?’ is an open invitation to every Australian to experiment and then make public the way they Vegemite. Don't knock Vegemite pizza until you've tried it."
 
HOW DO YOU LIKE YOUR VEGEMITE? PERSONALITY REFLECTIONS
The Edger
Always very particular about their Vegemite, they like it spread right to the crust. Probably has a very neat kitchen too. Somewhat of a perfectionist.
The Streaker Doesn’t like having much on. Vegemite, that is. Gives the toast just a couple of light streaks of Vegemite. Too frugal, they don’t realize you can never have too much of a good thing.
The Vegecadoer Health fanatic, this person thinks the saying ‘eat your greens’ means with every meal. So, their morning slice of Vegemite toast gets adorned with creamy slivers of fresh avocado. Probably jogs a half marathon in the morning too. These people tend to inspire jealousy.
The Dunker Cuts Vegemite toast into soldiers which are then lowered slowly into a hot and gooey pool of boiled googie-egg. Once they’re nicely coated in yellowy goodness, the soldiers are sent to meet their maker. This person may have a wicked sense of humour.
The Wormer Can’t grow up. Still likes watching the squiggly Vegemite worms appear through the holes in the Premium biscuits. Playful characters, these people squeeze the most out of life.
The Slapper Loose with the way they apply their Vegemite, it’s slapped on like a brickie with a trowel. Could indicate this person is particularly disorganised, probably shows they’re just in a hurry to eat breakfast. They relish the fact that every mouthful is a surprise.
The Tiger Toaster Not quite on the endangered list, but still not a lot of them about. They love strips of bubbling, grilled cheese layered over their Vegemite. Very organised and patient, they are prepared to lay in wait for their meal. Like a tiger.
The Nudist The purist of all Vegemite eaters. No butter. No marg. Just a piece of toast and the world’s mightiest spread. What more do you need? They are Zen-like and remain calm under pressure.
The Crumpeter Saying ‘no’ to convention, they prefer crumpets over toast. Likes to watch black holes forming as the Vegemite melts away into the crumpet’s craters. Definitely likes to think outside the square.
The Philly®Mite Worldly types, these people marry the creamy richness of Philadelphia Cream Cheese with good ol’ Aussie Vegemite to create an extravagant taste combination. Like to indulge themselves.
The Redback Can’t decide whether they want a salad or breakfast, Redback eaters do both with a couple of sweet, juicy tomato slices on their Vegemite toast. Not wanting to miss out on anything, they go for both sweet and savoury.
The Scrambler This person greets the new day with a big, golden pillow of deliciously fluffy scrambled egg placed ever so lovingly next to two triangles of Vegemite toast for a melt in the mouth taste sensation. Scrambled by name, not by nature.


31 Comments

Anonymous said:

Saw it last night on Foxtel. What's with all the 70s style ads lately? Clearly it's the new black.

Anonymous said:

My Mum's a Slapper.

Anonymous said:

Yeah yeah yeah.

Obviously someone watched the INCREDIBLY long running 'Cadburys Creme Egg' ads from the UK, which have been running 'how do you eat yours' ads since I was about ten.

Slurpers, lickers, biters, nibblers - they did all those.

They even did how different star signs ate 'em.

So sorry guys, been done before.

Anonymous said:

Heinz also did it years ago. Window cleaner, bricklayer, Elvis impersonator etc.

Anonymous said:

Wow, they were right. No-one reads long copy any more. Can someone summarise this?

Anonymous said:

This idea's been great every time I've seen it.

Anonymous said:

Vogels did it in NZ

Anonymous said:

JW Tiresome!

Anonymous said:

Folders, scrunchers, lickers, suckers, biters, guzzlers, tippers, how do you have it? Nevermind, Have it your way! It's such tired, done and dusted ancient strategy, executed for literally hundreds of consumer goods around the world, each year. But I suppose that's why Kraft employs JWT for, don't they? As the great Furbs once said, a client deserves the agency it gets.

Anonymous said:

MILO did that years ago.

Anonymous said:

good to see the reactive malcontents at it again - obviously at home after being made redundant (probably by JWT) with nothing better to do - look at the total campaign and lets see if it sells some vegemite...heaven forbid anybody thinking about the effectiveness of the campaign - check out the website - great work

Anonymous said:

Shows how un-good 'Look around you' could have been.

Anonymous said:

I hate press releases.

Anonymous said:

love this campaign and love my vegemite.

Anonymous said:


That press release is the longest ever. And possibly the most desperate.

Anonymous said:

This type of campaign has been done before I agree but i feel that it will really work for Vegemite just like it worked for Cabury creme egg inn the UK. Some campaigns tried to use rituals and habits which weren't really that Vegemite brand. Its a wonder they didnt do it before now. It really taps into a human truth. I get comments from others all the time about my Vegemite technique. i think it genuinely interests people, probably more than most other personal product habits.I think Arnotts have tried to do this with their biscuits in the past but that's an example of a campaign that makes more of it than it really is.
After this, no more consumption ritual based campaign ideas please. Think harder.

Anonymous said:

Absolute self-indulgent shit. People will not care. And why try and make it cool with that very done very adsy 70's feel.

Fuck I hate advertising - why do clients buy this dribble? Why are advertiseing agencies so unorigional that they sell it.

Crap like this makes me very sad.

Anonymous said:

Next time you're sad 12:45, go cry into a dictionary.

Anonymous said:


Basically, I put two bits of toast in a toaster, smear on some butter, smear on some Vegemite and eat.

I've never seen anyone do anything else.


Anonymous said:

Wow!

Exactly the same as Sorbent a couple of years ago. Just not as smart or sophisticated in its creative or direction.

And the overstated Napoleon Dynamite comedy style and 70's angle is such a unique approach. I've never seen that before!

On all angles unoriginal and let's face it, not funny.

Anonymous said:

Listen haters, this idea actually has a strong ring of truth about it.

Putting aside whether or not it was done in England for Cadbury Creme Eggs 20 years ago is neither here nor there.

Vegemite is a product which people DO like to use in different ways. Surprisingly perhaps, they also quite like to talk about the odd combinations they concoct.

This morning on ABC radio there was quite a discussion, presumably based on the press release or a newspaper story which may have come out of that release. People mentioned all manner of personal preference, including one caller who was surprised to find he really liked a sandwich containing Vegemite with ham!

Personally, I've long enjoyed fried or poached eggs on Vegemite toast, and raisin toast with Vegemite, while it sounds putrid, is actually delicious. Cheese, whether grilled or not is sensational with Vegemite, either on crackers or toast.

So my advice to the angry pack is to step back for a moment and re-consider.

It's a real truth that comes out of the product.

And isn't that what we're all looking for?

Disclaimer: I am not in any way associated with the agency or client.

Anonymous said:

Everything is from something before, nothing is new, realize and embrace this.

The beauty is in the execution and this campaign has been well executed, as cadbury 'how do you eat yours?' campaign was in the past and is clearly working for the vegimite brand.

Anonymous said:

damn... just as i thought the advertising business had moved on.

Actually, Vegemite and their agency-public relations network are very clever. They have taken part of the Oz world vernacular, (Vegemite) and given it a new Oz 08 style online census style campaign twist, to attract real online subscription and sharing style interaction from, probably, younger and complete family online viewers. Nationwide News Pty Ltd owned Daily Telegraph devotes the whole of page 3 to real nuns enjoying Vegemite, with accompanying editorial about why it is a more popular brand comment online than Starbucks, Sony, Toyota, Nike and Coca Cola. Then on their Editorial Leader they mention Vegemite yet again, with the same Vegemite obsessed nuns from the Sisters of Life Convent in New York. All this at the height of increased WYD08 post readership on and offline and Vegemite have taken a pretty nifty integration worldwide in one day.

Anonymous said:

vegemite was originally a by-product of brewing beer.

Which explains everything.

Anonymous said:

mmm beer

Anonymous said:

If you think people don't, won't care check the facebook groups that have been generated by the public. People do care about Vegemite (weird I know). I think that it's also worth noting that this is a big shift in the target consumer.

Anonymous said:

I heard Russell Crowe puts tomato on his then throws it at the concierge.

bogan dan said:

I enjoy mine with melted cheese and to all of you with the time and energy to think up all these negative comments get a life you self absorbed pricks

Anonymous said:

Sort of like it, but the people are still cast from the book of ,"what's fashionable to cast in advertising this year" ... not real, just nerdy '50's. Why? Move on, book real people, not parodies.
If you want strange, the truth is always stranger than fiction.

Louisa said:

Utterly shameless plagiarism - product truth or not.

Creme Egg's idea, yes - but style taken directly from a BBC spoof 70's educational show called 'Look Around You'. (http://en.wikipedia.org/wiki/Look_Around_You).

They didn't even bother taking the show's title out of the script.

Nicely executed, and I've no doubt will be effective... but how the agency dared to issue an invoice for creative hours - or the client was soft enough to pay it - I've no idea.

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