Vegemite launches a new campaign to remind Aussies how to start their day via JWT Melbourne
Vegemite is reconnecting with Australians through the launch of its “Start With Vegemite” campaign via JWT Melbourne, which is designed to remind Australians that Vegemite spread provides a nutritious and delicious start to the day.
The campaign aims to open the lid on a world of ways to start with Vegemite, by showing Australians that they don’t have to stop at toast when they start with Vegemite spread, rather it can be the building block to create a range of simple, tasty and healthy breakfast options.
Directed by the multi award-winning Bruce Hunt via Revolver, the centrepiece of the campaign is two 30-second television commercials, which show fresh, appetising and inspirational ways to consume the Australian breakfast classic.
The first TV commercial features a perfectly poached egg on top of Vegemite on freshly toasted sourdough, while the second highlights how easy it is to turn Vegemite on toast into a more inspiring breakfast by adding freshly sliced avocado and a squeeze of lemon. Both clips are shown in reverse slow motion.
The broader campaign will remind Australians that starting their day with Vegemite’s B vitamins for vitality will help them do more of what they love.
The “Start With Vegemite” campaign is the brand’s first major brand equity campaign since 2011 and includes the TV commercials, other above the line, digital and PR activity.
Says Mike Waddington, general manager marketing, foods: “It’s a bit like discovering a hidden talent in an old friend, we want to demonstrate some of the fresh, appetising and inspirational ways of eating Vegemite as part of a delicious breakfast.
“To ensure Vegemite maintains pride of place at the Australian breakfast table, we have also chosen to elevate the nutrition credentials* of Vegemite through the broader campaign, re-engaging and reminding Australians that Vegemite is an important part of a healthy breakfast in Australia.”
The campaign opens the lid on the possibilities an energetic start to the day can deliver, in ways that are unmistakably Vegemite, reminding Australians that their national spread is still one of the world’s richest sources of B vitamins.
The campaign will kick off with the “egg” TV commercial during The Voice on Monday 27th May. The digital campaign will commence one day prior with a teaser campaign seeding the creative theme “Start With Vegemite” on the brand’s website, Facebook, Twitter, YouTube and Pinterest accounts.
This year marks Vegemite’s 90th year, and the brand also has some exciting activity planned in the lead up to this milestone, which falls in late October. Details will be revealed in the coming months.
The new Vegemite television commercials were directed by acclaimed film director Bruce Hunt who has four times been named Director of the Year in Australia for his commercial work. His feature film credits include 2nd unit director on ‘The Matrix’ series, the movie ‘Australia’ and ‘Don’t be Afraid of the Dark’.
Client: Vegemite
Agency: JWT Melbourne
Production Company: Revolver
Director: Bruce Hunt
Music: Level 2
Media: Carat
Digital: Tgarage
Public Relations: Royce
14 Comments
Take a brand people love. Eliminate all emotion (backwards and in slow motion, in this case), reducing what should be something we see as wonderful and iconically Australian to a bland functional message.
Nice food shots though, I spose.
Yeah, not the most earth shatteringly brilliant vegemite spots, but ‘start with vegemite’ is a licence to do some really cool stuff I reckon moving forward.
Seems familiar…
Nothing says “Not pr’d by the agency” like a thin set of credits.
Wow the inside of a toaster!
Almost a crime to disregard great brand heritage and properties to make an average me too style commercial where eggs etc and toast virtually bury the product. … with a nothing track…..what do you remember about this commercial?
Sure it is functional. But nicely done on that front.
Even on the purely functional front, there is not much to like in here. You are already half asleep through boredom before the product appears. Briefly.
Love avocados, especially when they fly, and poached eggs running on to toast when they’ve just cracked open, delicious.
Vegemite, slo-mo in reverse, a grating jingle that may be the worst since ‘down, down, prices are down’, not so much.
Makes me hungry so that’s half the job done.
Lurpak, it ain’t.
Wonder how long till launch campaigns don’t need a trade article to say “the centrepiece of the campaign is two 30-second television commercials”? 5 years? 10 years? Longer?
I think what they doing is great, i saw the adds, and first thing next morning i tried it. And it was great i couldnt wait to come home to have it again. simple yet delicious. keep them coming. 🙂
what sort of budget? cost of track used? now check out a track called Vegemite by King Gizzard and the wizard lizard….interesting!