Thinkerbell launches 'Unite with VEGEMITE' campaign

Vegemite is setting out to help first-time consumers of the iconic spread enjoy their first bite alongside creative agency, Thinkerbell.

‘Unite with VEGEMITE’ sees Aussies across the country rally together to help introduce the taste to a whole new generation who might be missing out.

Aussies are being encouraged to record a short video explaining how they best enjoy VEGEMITE and submit it to the unitewithvegemite.com.au, for a chance to be in VEGEMITE ads, win great prizes and fulfil a sense of national pride.

“There’s two types of people out there… those that love VEGEMITE, and those that just haven’t tried it the right way yet. So ‘Unite With VEGEMITE’ now exists to educate… or should I say ‘vegucate’… everyone so Australia’s iconic taste can be enjoyed by all," Ben Couzens, co-founder and executive creative Tinker at Thinkerbell.

“We know it can be hard for people who don’t eat VEGEMITE, or have had a bad experience in the past, to pick up a jar and know what to do with it," said Mary Stafford, head of spreads at Bega Group.

"There’s a whole new generation of Aussies missing out on the unmistakable joy of VEGEMITE simply because they haven’t found their way to love VEGEMITE... yet."

"That’s why we’re asking VEGEMITE lovers to capture a quick, 30 second video of your favourite way to enjoy VEGEMITE – something personal to you and your family. By sharing, you’ll inspire Aussies everywhere to give VEGEMITE a go, just the way you love it!" Stafford added.

Georgina O’Hare, business director at Starcom Australia, said: "We’re really excited to be part of the ‘Unite with VEGEMITE’ campaign showing people how to VEGEMITE right… or their right way that is! We are looking forward to seeing fans share their favourite ways to enjoy and to inspire others to get it right,’"

Those who upload a video have the chance to win some mitey prizes and also the chance to appear in VEGEMITE’s ads. ‘Unite with VEGEMITE’ rolls out across OOH, radio, digital, social, retail and extends through to various partnerships throughout the Summer period.

CREDITS
Client - VEGEMITE, Bega Group
Creative agency - Thinkerbell
Media agency - Starcom Australia
Influencer management - Prodigious Play
Production company - Hotel Bell @ Thinkerbell
Photographer - Jon Webb
Food Stylist - Leanne Bennett - Jones
Website - Macadamia
Sound - Rumble

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