“Challenger” brand Aussiemite rebrands and targets the UK
South Australian boutique savoury spread Aussiemite is undertaking a major expansion and rebrand in a bid to launch in the UK and affirm its status as a domestic rival to Kraft-owned established brand Vegemite.
The campaign features a redesign and online viral
The spread, described by its producers as the “caviar of savoury spreads”, has previously been available only in speciality outlets.
The campaign and launch have been designed by Sydney agency Grown-Ups. Aussiemite is now produced in Victoria. It will run principally on social media in the UK and Europe as well as online and social media in Australia.
"Aussiemite is very much a challenger brand, certainly in the UK, so we needed an idea that would not only convey the quality of the product but also get noticed and generate publicity and debate. It will certainly do that. And, unlike Aussiemite, it's probably not to everyone's taste," said Mick Hunter, Grown-ups Creative Partner:
Elise Ramsay, Aussiemite partner and Marketing Director said: "To go up against Marmite we needed something that would get people talking and Grown-ups delivered; they're great to work with because they just get it and get on with it.
“We couldn't afford to play it safe so the brief to the guys was to get Aussiemite noticed and show how tasty our product is. They did that with humour that very much suits our brand. I look forward to a long and fruitful relationship with them."
Grant Booker, Grown-ups Creative Partner said: "It's great to have a client like Aussiemite who understands what advertising is all about: getting noticed. We also have to thank everyone at Filmgraphics Entertainment for a wonderful and effortless job. They are an incredibly talented bunch of people and nice with it."