Aussie legends launch Arnott's Shapes Vegemite & Cheese in new campaign via Publicis Groupe

Screen Shot 2019-01-11 at 9.29.53 am.jpgIconic Australian snacking brand Arnott's has partnered with Australia's favourite spread to create a legendary new snack: Shapes Vegemite & Cheese. Arnott's has launched a new campaign via Publicis Groupe set to elevate true moments of mateship this Aussie summer.

To promote the new product, Arnott's is also partnering with Seven West Media and five Aussie legends, who include: OAM broadcaster, Bruce McAvaney; Olympic gold medallist, Catherine Freeman; former Australian cricketer, Glenn McGrath; comedian Shane Jacobson and swimming Olympic gold medal winner, Giaan Rooney. The legends feature in a TVC, digital and social media campaign.

Screen Shot 2019-01-11 at 9.30.04 am.jpgDescribed as 'the spirit of the nation distilled down into a cracker', Shapes Vegemite & Cheese is the perfect pairing between snack and spread, taking the distinctive flavour of Vegemite to Australia's favourite cracker.

To celebrate the unique heritage of these two iconic brands, Shapes Vegemite & Cheese will be baked in the shape of Australia and displayed in disruptive black packaging to reflect colour of the iconic spread.
Says Shannon Wright, brand manager, Arnott's: "Arnott's Shapes has been a favourite in Aussie homes for over 50 years. It has been a staple at any backyard BBQ, beach cricket match, or holiday road trip, for countless summers. As we kick off 2019, what better way to celebrate than to launch a new legendary Shapes flavour, partnering with Australia's favourite spread?

"We believe the flavour pairing between Shapes and Vegemite are made for each other, and we're proud to launch such an iconic snack just in time for summer entertaining."

Says Matt Gray, marketing manager, Vegemite: "Our iconic Vegemite has been fuelling generations of Aussie families for over 95 years and we love being a part of new innovations that show how extremely versatile our spread really is! No doubt, Vegemite is the perfect flavour to be infused into Arnott's Shapes this summer; another Aussie brand we've always been proud to share the cupboard space with!"

Shapes Vegemite & Cheese is now available at all major supermarkets nationally.

Publicis Communications
Helge Gruttke: Chief Client Officer
Dan Beer:  Senior Business Manager

Spark Foundry
Media Client Service Director: Christie Meischke
Media Business Director: Catherine Lim Sam
Media Account Manager: Adrienne Grealish
Media Planner Buyer: Amanda Florence
Media Campaign Manager: Vishwas Pai
Media Account Co-ordinator: Harry Faeste

Red Engine
Kylie Thomas  - Group Sales Manager
Lexi Ross - Sales Executive
Bakari Blouin - Integration Executive, RED
Laura Farrell -  Digital Account Manager
Lisa Paterson - Account Manager, Pacific Magazines
Jessica Williams - Campaign Manager, Pacific Magazines
Fred DuRietz - Creative Director, Red Engine
Jill Munt - Producer
Ben Fletcher - Director
Sarah Taylor - Creative
Aaron Ruig - Creative, Post Production
Rachel O'Connell - Flame Design
Constantino Dias Mendes - Production Co-ordinator
Tony Luu - Director of Photography
Jen Lancaster - Art Director
James Falzon - Corporate Manager, Red Engine
Alanna Jones - Senior Campaign Manager, RED

PR: Herd MSL


Go Aussie said:

Love it! Great to hear Bruce too!

One after the other said:

At best this looks like an in house piece Channel 7 made to support the olympics. At its worst, it’s a lazy attempt at making something for a collaboration from two of Australia’s iconic brands.

A tip said:

When two icons come together. Just try using two icons in the ad

what value do Publicis add? said:

Realistically you could have gone directly from client brief to production company. You would have saved some money and Publicis could have spent more time perfecting their Super Computer Marcel.

I-am-right said:

Kind of all washed up Aussie legends am-i-right?

ewww said:


Production value said:

Entire budget goes to celebs.
Can't forgive the script however

... said:

Who did the soundmix, Helen Keller?

Blind Guy said:

The pictures look terrible

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