JWT finds Vegemite’s hidden talent
JWT Melbourne has launched a campaign aimed at “reconnecting” Australians with Vegemite, highlighting alternative ways of consuming the black gold, beyond spreading it on toast.
The campaign launched on Monday night
The campaign, “Start With Vegemite" is launched with two TV spots directed by award-winning director Bruce Hunt, and will include digital and PR activity.Hunt worked on The Matrix and Baz Luhrmann’s Australia,
"It's a bit like discovering a hidden talent in an old friend, we want to demonstrate some of the fresh, appetising and inspirational ways of eating Vegemite as part of a delicious breakfast,“ said Mike Waddington, Vegemite’s general manager marketing.
"To ensure Vegemite maintains pride of place at the Australian breakfast table, we have also chosen to elevate the nutrition credentials of Vegemite through the broader campaign, re-engaging and reminding Australians that Vegemite is an important part of a healthy breakfast in Australia."
The campaign launched during Monday night's The Voice.