Vegemite has become a symbol of our national identity and in a new campaign, celebrates Australia’s diversity and unity through a mega-mix of iconic faces and moments. It playfully highlights all the weird and wonderful moments that have defined Australia through history.
Today the iconic brand launches its new ‘Tastes Like Australia’ campaign – a first in six years. The campaign is a clear departure for the Vegemite brand and is the work of creative agency, Thinkerbell, who won the Bega account last year. 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.
Distinctive ‘Tastes Like Australia’ billboards will also begin to pop up throughout the nation – bold yellow signs, red Vegemite diamonds and refined copy alluding to unique Australian events, places, and things… surfers punching sharks in comps, Aussies taking ‘speccies’, abbreviatin’ everythin’, taking a day off for a horse race, and marrying into European Royalty.
The campaign will launch with a 60 and 30-second edit and will feature across multiple platforms including its own interactive microsite. The media mix spans traditional TV, cinema and outdoor as well as digital to ensure it reaches all Australians. 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.
