Mustard wins creative pitch.
Mustard has been appointed by Podravka Group (manufacturer of Vegeta) across strategy, creative and media following a competitive pitch.
"We feel genuinely privileged to be working side by side with Podravka introduce Vegeta to a new generation," said Mustard general manager Becky Mackenzie.
"Vegeta is a true heritage brand. It’s loved around the world, but it’s a bit of a kitchen secret here in Australia.
“To play a role in Vegeta’s next chapter, celebrating its authenticity and continuing its legacy with renewed confidence, is a rare and rewarding opportunity.”
The win marks the brand's first fully integrated campaign to support Vegeta stock and seasoning products, launching nationally from August 10 across Australia.
Make Every Meal unVEGETAble launches across Australia via social media and radio, targeting time-poor home cooks alongside a younger generation of beginner cooks discovering the brand for the first time.
"Vegeta has been living in Aussie pantries for decades now, though many younger customers aren’t aware of its history and global prominence," said Podravka Group Australia marketing manager, Julia Hudaly.
“Very few brands have such meaningful cultural roots, and this campaign is about ensuring they continue for generations.”
The creative execution brings this to life through a series of influencer-style cooking videos, each showcasing how to make an everyday meal more memorable with Vegeta.
"Vegeta's real role is as the secret ingredient. The thing you sprinkle in when you want a dish to taste like it was made by someone who knew what they were doing," said Mustard creative director, Ryan Nadzielski.
"That 'how did this taste so good' moment is a far more interesting territory than 'convenient flavour.' It's about flavour transformation, and a small ritual of care passed down through kitchens." This idea comes to life through the new campaign tagline, "Make Every Meal unVEGETAble."
Credits
Vegeta (Podravka Group):
- Julia Hudaly – Marketing Manager Australia
- Tomas Labas – Marketing Coordinator Australia
Mustard Creative:
- Becky Mackenzie – General Manager
- Axel Dench – Brand Strategy Director
- Gerard Max – Strategy, Communication & Media Director
- Trevor Henslewood – Digital Marketing Director
- Ryan Nadzielski – Creative Director
- Miranda Pezzimenti – Senior Creative Services Manager
- Nick Ferrari – Senior Designer
- Ash Gotti – Copywriter
Production Partner: HSquared
