Pauline Hanson leads ‘fun’ new Vegemite ad
ACCORDING to marketing minds Senator Pauline Hanson is a fun part of what Australia is all about – just like Vegemite. Please explain.
The One Nation leader famous for her right-wing, anti-immigration politics has been chosen to lead the first Vegemite ad in six years.
Ms Hanson heads a cast of other Australians, Australian attractions, references and historical events featuring in the 60-second video for the “Tastes Like Australia” campaign.
“It’s fun”, says Vegemite’s marketing manager Matt Gray, who hopes to pitch the spread to the more than a third of Australians now born overseas.
Mr Gray says Australia is a young, diverse and multi-cultured country with a significant proportion of Aussies not having grown up on Vegemite.
“The changing face of Australia is part of what makes our nation great, and we want to be in the homes of all Aussies, new and old,” he said.
In a nod to “hacktervising”, a stated aim of the ad “is to start a national conversation reflecting on what Australia means and tastes like”.
The advert was created by Vegemite and Bega Cheese Limited’s new advertising and creative agency, Thinkerbell.
Adam Ferrier, co-founder, chief thinker and consumer psychologist at Thinkerbell said the ad would “hopefully elevate the discussion about ‘Australianism’.”
The “Tastes Like Australia” campaign goes live to Vegemite Facebook Fans today, to air in cinemas tomorrow and will be broadcast on television for the first time on Sunday.
The secret is out! We're beyond excited to share our trade secret recipe with you, click here to see how we make VEGEMITE. #TastesLikeAustralia
Posted by VEGEMITE on Tuesday, 31 July 2018
Also in this edition of Australian Food News
- Why Wesfarmers is cutting Coles loose
- Coles bag backdown, call for ban laws
- Trending: Goat milk growth has a way to go
Simplot Australia has lost its Managing Director, Terry O’Brien, who is leaving to become Chairman o...
Pizza Capers is launching a new range of pizzas and other menu items inspired by global travel desti...
The mindful consumer will dominate 2018 says Innova Market Insights.
Aldi has opened its 25th store in South Australia.
Australians are suffering anaphylaxis attacks because of unlisted ingredients and allergy warnings o...
Wesfarmers decision to spin-off Coles into a separate business may just signal the end of supermarke...
According to Dr Amanda Patterson, older adults with higher intakes of omega-6 fatty acids, but not o...
WOOLWORTHS Group Limited is entering into a binding agreement to sell its 540 Woolworths-owned fuel ...