Are you ready to think differently about Vegemite? Strap yourself in. Because Kraft has a message for you. It's not just about toast. It's not just about a Vegemite sandwich. No Australia. You can have it with avocado, lemon and even eggs. That's what the new campaign is all about.
The 'Start with Vegemite' campaign, the brand's first since 2011, is led by two 30-second television ads spreading the varietal word.
It is shot in reverse slow motion and, according to the iconic brand's marketers, is based on a dual premise of reminding Australians about the versatility of the product and the vitality it can give you, thanks to high vitamin B content.
The campaign has been created by JWT Melbourne and directed by renowned director Bruce Hunt from Revolver and comes just a few months ahead of the brand's 90th birthday in October, which will see the launch of additional anniversary-specific material.
Kraft Foods general manager of marketing Mike Waddington told AdNews it was about telling Australia that it need not "stop at toast when you start with Vegemite. We wanted Australians to think about it in an inspirational way and allow Aussies to do more of what they love. We want them to find fresh appetising ways to reconnect with the brand.
"Many Australians told us that even though they still loved the product, it wasn't part of their lifestyle. We wanted them to think about new possibilities."
What do you think of the new campaign? Let us know your thoughts in the comments below.
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