TE RELEASE, 5:30am August 1st, 2018
What do Pauline Hanson, The Big Prawn and Rebel Wilson have in common? Well – more than just being Australian. They all give you a taste of what Australianism really is; a little weird, a whole lot wonderful, and ultimately, truly unique…much like the iconic and unmistakable taste of Vegemite!
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, as it celebrates its legitimate Australianism now being owned by Bega Cheese Limited.
Matt Gray, Marketing Manager Vegemite, believes there is a huge opportunity to spread the love of Vegemite wider, with over a third of Australians now born overseas. "For nearly a century Vegemite has been a part of Australia - whether it be spread on toast, in a sandwich, sent off to troops or simply within arm’s reach in the pantry. Vegemite is uniquely Aussie and that’s one of the things we absolutely love about it."
"Yet, it’s important that we recognise that Australia is a young, diverse and multi-cultured country with a significant proportion of Aussies not having grown up on the iconic spread. This insight alone paves the way for new thinking in marketing Vegemite and our other brands."
"The changing face of Australia is part of what makes our nation great, and we want to be in the homes of all Aussies, new and old. Through this campaign, we want to cement our place back on Australian kitchen tables and ensure we remain as iconic as ever. We see it as our responsibility to create new connections and moments in time between Vegemite, and all members of this great nation!" continues Gray.
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. From winning Olympic Gold because all your competitors fell down, crocodiles, sunny beaches and what once was the 12 (now 8) Apostles - to Skippy hitting the drums and an Aussie winning the world’s most prestigious cycling race.
The full 60-second ‘Tastes Like Australia’ advert created by Vegemite and Bega’s new advertising and creative agency, Thinkerbell, opens with Pauline Hanson’s "Please explain", before montaging a raft of Aussie talent, icons, and historical moments together; from Steven Bradbury’s memorable gold medal Olympic victory, Julia Gillard becoming our first female prime minister, to the Big Prawn, a platypus, and Rebel Wilson.
Bradbury, a four-time Olympian, still can’t quite believe his gold medal victory, is regarded as an iconic Australian sporting moment and is chuffed to be in the new Vegemite ad.
"It’s great to be a part of such an epic moment of Australian and sporting history despite, the circumstances. I never would have anticipated that being the last man standing, literally, would end up being the most memorable moment of my speed-skating career. Unexpected – yes. Utterly unique – yes. Tastes like Australia? I’ll take that!" Bradbury says.
Adam Ferrier, Co-Founder, Chief Thinker and Consumer Psychologist at Thinkerbell believes the campaign is topical, thought provoking and aims to promote a discussion about national pride, difference and unity.
"The piece will hopefully elevate the discussion about Australianism and to be honest – it is all a bit of fun. We live in a place full of beauty and prosper but when you think about it – it’s pretty quirky. Supersized prawns and bananas, an intriguing and dynamic political environment and the love of an underdog. All uniquely Australian just like Vegemite," Ferrier said.
Gray commented further on the creative of the new campaign: "It’s relevant, it’s fun and highly distinctive. But more than anything, it’s ultimately a toast to this great nation and a spread that well and truly deserves its place in the pantry as a true, Australian icon."
The ‘Taste Like Australia’ campaign goes live to Vegemite Facebook Fans today (1st of August), to air in cinemas August 2 and will be broadcast on television for the first time, Sunday evening: August 5.
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