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
The Retail Food Group has rejected allegations that it is not supporting its franchise partners.
George Weston Foods has appointed its new Chief Executive Officer from a promotion within.
Gatorade is entering into the water category, now selling a sugar-free flavoured electrolyte water.
The ASX listed Wattle Health Australia has announced that their new organic baby formula range will ...
New season apples sold at Woolworths nationally from February 2017 will have no wax added to them.
Patties Foods is launching a new Four‘N Twenty pie flavour to warm up its customers this winter.
Promotion and sales of pork has paid off in increased Australian retail sales of the meat Nielsen re...
The dairy crisis has been predicted to finally end in late 2018, resulting in a “battle” between Sap...