Lyla Lindsey
Vegemite's 'Tastes Like Australia' campaign is an attempt to redefine the brand's image to reflect Australia's changing cultural landscape. The campaign, Vegemite's first in six years, celebrates Australia's diversity and unity through a montage of iconic faces and moments in Australian history. The campaign features a mix of Australian talent, icons, and historical moments, including Pauline Hanson's iconic Please explain, Julia Gillard becoming the first female Prime Minister, and a platypus, among others. The campaign aims to spark a national conversation on what it means to be Australian and to cement Vegemite as a cultural staple for all Australians, old and new.
| Characteristics | Values |
|---|---|
| Target audience | 35+ |
| Advertising platforms | TV, cinema, outdoor, digital |
| Billboard language | Cantonese, Mandarin, Vietnamese, Arabic, Italian, Greek, Tagalog, Hindi, Spanish, English |
| Advertising themes | Aussie talent, icons, historical moments, diversity, unity |
| Advertising content | Pauline Hanson's "Please explain", Bradbury's Olympic gold medal, Julia Gillard, a platypus, the Big Prawn, Rebel Wilson |
| Advertising colours | Red and yellow |
| Billboard content | Surfers punching sharks, scenes from the Melbourne Cup, unique Australian events, places, and things |
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What You'll Learn
Vegemite's 'Tastes Like Australia' campaign celebrates diversity and unity
Vegemite's "Tastes Like Australia" campaign celebrates the country's diversity and unity by showcasing iconic Australian faces and moments in history. The campaign, created by creative agency Thinkerbell, marks a departure from the brand's previous advertising strategies and aims to represent modern Australia.
The campaign includes a 60-second and 30-second commercial that spans multiple platforms, including TV, cinema, outdoor advertising, and digital. The ads feature a mix of Australian talent, icons, and historical moments, such as Pauline Hanson's "Please explain", Bradbury's Olympic gold medal victory, Julia Gillard becoming the first female Prime Minister, and celebrities like Rebel Wilson. The campaign also highlights unique Australian events, places, and things, such as surfers punching sharks and the Melbourne Cup.
Vegemite's history is also woven into the campaign, celebrating the brand's return to Australian ownership by Bega Cheese Limited. The iconic Vegemite jingle, "Happy Little Vegemites", is included as a nod to the brand's heritage and its role in Australian homes for generations.
The "Tastes Like Australia" campaign aims to spark a national conversation on what it means to be Australian and to celebrate the country's diversity. It embraces the changing face of Australia and strives to be inclusive of both new and old Australians. During Harmony Week, Vegemite unveiled large-scale outdoor advertising billboards with the campaign headline translated into the top 10 most spoken languages in the country, celebrating the nation's rich multiculturalism.
Through this campaign, Vegemite hopes to remain a cultural staple in Australia and connect with all members of the nation, old and new. By placing Vegemite at the heart of Australian cultural discussions, the brand celebrates the country's diversity and unity while also driving sales and attracting new consumers.
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The ad features iconic Australian symbols and moments
Vegemite's 'Tastes Like Australia' campaign celebrates Australian icons and moments in its first campaign by Thinkerbell. The campaign aims to represent everything that makes up the country, including its diversity and unity. The 60-second commercial opens with Pauline Hanson's iconic "Please explain", before showcasing a montage of Australian talent, icons, and historical moments. These include Steven Bradbury's gold medal Olympic victory, Julia Gillard becoming the first female Prime Minister, a platypus, the Big Prawn, and Rebel Wilson.
The campaign also features distinctive billboards with bold yellow signs, red Vegemite diamonds, and references to unique Australian events, places, and things. These include surfers punching sharks, Aussies taking 'speccies', abbreviating words, taking a day off for a horse race, and marrying into European royalty.
The TVC features a simple jingle with a rapid-fire of iconic Australian symbols like “Skippy”, the hills hoist, Priscilla: Queen of the Desert, Chopper Reed, Men at Work, and Kamahl. These references are nostalgic and appeal to audiences aged 35 and above, who are the primary grocery buyers in Australia.
The campaign also includes an interactive microsite where users can watch the commercial and navigate through each clip, talent, and location to learn about its place in history. Overall, the 'Tastes Like Australia' campaign celebrates iconic Australian symbols and moments, reflecting the beauty and quirkiness of the country.
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Vegemite's marketing strategy targets a wider audience
Vegemite's marketing strategy has evolved to target a wider audience, reflecting Australia's changing cultural landscape. The brand recognises the nation's growing diversity and seeks to embrace all Australians, old and new. This shift in strategy is a departure from Vegemite's earlier campaigns, which tended to focus on traditional, suburban Australia.
Vegemite's iconic "Tastes Like Australia" campaign, created by creative agency Thinkerbell, is a testament to this new approach. The campaign celebrates Australia's diversity and unity, featuring a mix of iconic Australian faces and moments from various fields, including sports, politics, and entertainment. By associating Vegemite with these diverse aspects of Australian culture, the brand positions itself as an inclusive, unifying force in a multicultural society.
To ensure broad reach, the campaign spanned multiple platforms, including traditional TV, cinema, outdoor advertising, and digital media. Notably, Vegemite also translated its classic "Tastes Like Australia" billboards into the top 10 most spoken languages in the country, including English, Cantonese, Mandarin, and Arabic, during Harmony Week. This multilingual approach symbolised Australia's multiculturalism and directly targeted a wider, more diverse audience.
Vegemite has also expanded its presence beyond the traditional pantry staple, partnering with restaurants to incorporate Vegemite into their dishes. This strategy introduces Vegemite to a new audience, challenging the perception that it only appeals to those in suburban Australia. By embracing culinary experimentation, Vegemite attracts a wider demographic, including those who may have previously dismissed it.
The brand's marketing manager, Matt Gray, emphasised the importance of recognising Australia's diversity and their desire to be in the homes of all Aussies, new and old. This inclusive mindset is reflected in their marketing strategy, which aims to create connections between Vegemite and all members of Australia's evolving society.
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The ad embraces multiculturalism and modern Australia
Vegemite's 'Tastes Like Australia' campaign celebrates and embraces every part of Australia. The ad opens with Pauline Hanson's iconic "Please explain", before showcasing a montage of Australian talent, icons, and historical moments. From Julia Gillard becoming the first female Prime Minister to a platypus, the Big Prawn, and Rebel Wilson, the ad captures the beauty and quirkiness of Australia.
The campaign, created by creative agency Thinkerbell, marks a departure from Vegemite's previous branding. It aims to represent modern Australia and appeal to a diverse range of Australians, both old and new. This is reflected in the media mix, which spans traditional TV, cinema, and outdoor platforms, as well as digital, ensuring the ad reaches all Australians.
Vegemite's marketing manager, Matt Gray, emphasizes the importance of recognizing Australia as a young, diverse, and multi-cultured country. The brand wants to be inclusive and connect with all members of the nation, celebrating the changing face of Australia. This is further emphasized by the unveiling of large-scale outdoor advertising billboards during Harmony Week, with the "Tastes Like Australia" headline translated into the top 10 most spoken languages in the country.
The ad also navigates through iconic Australian symbols, such as "Skippy", the hills hoist, Priscilla: Queen of the Desert, and Men at Work, evoking nostalgia for audiences who grew up with these references. By intertwining the brand's history with Australia's, Vegemite has become a symbol of national identity, celebrating the country's diversity and unity through a mix of iconic faces and moments.
Overall, the 'Tastes Like Australia' campaign embraces multiculturalism and modern Australia by showcasing the country's unique talent, icons, and historical moments, while also appealing to a diverse range of Australians through its inclusive messaging and media platforms.
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Vegemite's branding has evolved to reflect societal changes
Vegemite's branding has evolved significantly over the years, reflecting the changing nature of Australian society. The brand has had to adapt to remain relevant and appeal to new Australians.
The early days of Vegemite advertising emphasised the health benefits of the product, with early 20th-century ads targeting children's health. This strategy continued for decades, and Vegemite eventually found success with an endorsement from the British Medical Association, leading to the slogan "Vegemite for vitality". During World War II, Vegemite was included in Australian Army rations, further emphasising its health benefits.
In the 1950s, Vegemite commercials continued to reflect the Australia of that era, with a 1959 television commercial depicting children dressed as soldiers, reminiscent of London's Changing of the Guard.
By the 1990s, Vegemite advertising had shifted to embrace middle-class suburbia, with ads showing kids playing in grassy backyards and eating Vegemite on white bread.
More recently, Vegemite's branding has aimed to celebrate modern Australia and its diversity. In 2018, the brand launched its first new campaign in six years, titled "Tastes Like Australia". This campaign featured iconic Australian symbols and historical moments, from sports victories to political milestones, celebrating the unique and diverse nature of Australia and its people. The campaign also included billboards in multiple languages, reflecting Australia's multicultural society.
Vegemite's marketing manager, Matt Gray, acknowledged the changing face of Australia and the brand's desire to be inclusive to all Australians, new and old. The brand has also expanded its presence, launching an e-commerce line and embracing multicultural Australia.
Vegemite's evolution in branding demonstrates its adaptability and recognition of the diverse and dynamic nature of Australian society. By reflecting these societal changes, Vegemite has remained relevant and iconic in the hearts and minds of Australians.
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Frequently asked questions
The 'Taste Like Australia' campaign aimed to celebrate and embrace Australia's diversity and unity by highlighting iconic Australian faces and moments. It also sought to reignite the 'Australian-ness' of Vegemite and expand its presence in multicultural Australia.
Some critics felt that the campaign was not representative of the diversity of Australia and its people. Others felt that it was bland and did not portray the Australia they would have wanted to see.
Vegemite's marketing manager, Matt Gray, acknowledged that Australia means a lot of different things to different people and that the brand did not want to tell people what to think. The company also unveiled large-scale billboards with the campaign's headline translated into the top 10 most spoken languages in the country during Harmony Week, celebrating Australia's multiculturalism.
