Aussiemite goes large and takes on Vegemite and Marmite

"AussieMite is very much a challenger brand, positioned on taste, quality and proudly Australian owned and made - unlike Kraft Food's US owned Vegemite. So we needed an idea that would not only convey the quality of the product but also get noticed and generate publicity and debate,” said Mick Hunter, Grown-ups creative partner.

"And, unlike AussieMite, the ad is probably not to everyone's taste."

Elise Ramsey, AussieMite managing director said: "To go up against Vegemite in Australia and Marmite in the UK 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.

"In supporting Australian owned and made produce, as a community, we are putting back into our economy and strengthening our country, unlike Vegemite, which is owned by an American company. AussieMite is proud of its premium non-GM labelled product--surveys have shown a majority of shoppers would avoid GM if given the choice. Our spread also has no chemical colours, flavours or artificial preservatives."

Grant Booker, Grown-ups creative partner: "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 Film Graphics Entertainment for a wonderful and effortless job. They are an incredibly talented bunch of people and nice with it".

The campaign, “Sacrilicious”, plays on religious imagery and the temptation of Aussiemite.

It will run online shortly.