VEGEMITE’s limited-edition range of 'Mitey Meals' labels have just landed in supermarkets across the country, in a new initiative via Thinkerbell that encourages cooking with the nation’s favourite spread.
The jars and squeezy products will feature 'Mitey Meals' labels such as: Nachos, Bolognese, Pizza, Barty Parmy, Stir Fry and Pho – and the limited-edition labels showcase how VEGEMITE can enhance recipe favourites via a QR code on front of pack that directs to the label’s corresponding recipe.
Jess Hoare, marketing manager – Spreads at Bega Foods, said: “While enjoying VEGEMITE on toast remains a fan favourite, cooking with VEGEMITE is on the rise.
“VEGEMITE continues to earn its place in meals across the country, and we couldn’t be happier to see this. To celebrate the many ways that VEGEMITE is enjoyed, we’ve introduced a rotation of Mitey Meals labels.”
The six Mitey Meals' labels that have been chosen are a nod to some of the ways that the nation’s beloved VEGEMITE is most-enjoyed.
Adam Ferrier, founder and consumer psychologist at Thinkerbell, said: "Good marketing is about creating increased value with your existing assets.
"This is a nice example of using owned assets or packaging to created earned media. It also clearly and cheaply helps communicate that Vegemite can be used in a lot of different ways other than just on toast."
Customers will be able to find the 'Mitey Meals' labels across VEGEMITE’s 150g, 380g and 560g jars, as well as the 200g and 350g Squeezy products.
Credits:
Client - Bega
Creative Agency - Thinkerbell
Media Agency - Starcom
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