Australia’s best known spread is launching a distinctive brand platform, Makes ’Em Mitey, that taps into a hidden truth that VEGEMITE is the not so secret weapon behind the nation’s success.
Makes ‘Em Mitey is an evolution of the Tastes Like Australia platform, which returned the brand to growth and has successfully underscored VEGEMITE’s identity since 2017, winning a silver Effie for long-term effect.
The work will begin rolling out across OOH, digital, retail and packaging nationwide.
"The Vegemite jar has been a staple inside Australian pantries for generations and as one of the richest sources of Vitamin B, it’s been powering Australians’ minds and bodies,” said Mary Stafford, Bega brand director.
“We’re thrilled with the Makes ‘em Mitey campaign and this bold new approach to match the bold flavour we’ve always had.”
The campaign introduces a new design system inspired by the high-impact, high-energy world of sports advertising. The red-and-yellow label features throughout the creative as a badge of honour, a training staple and a symbol of Aussie greatness.
“Is Australia really the lucky country? Or do we have a secret advantage?” said Thinkerbell’s executive creative tinker, Jonny Rands.
“This new platform unmistakably heroes VEGEMITE and its benefits for the next wave of successful Aussie legends.
“The kids we cast are genuinely skilled at what they do, so visually, we treated them like performing athletes in their element. We used one of the nation’s most distinctive assets, the VEGEMITE jar, to frame them as the poster kids of a new generation.”
Credits:
Client: VEGEMITE, Bega.
Creative Agency: Thinkerbell
Photography: Sacha Stejko
Media: Starcom
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