Kraft will tonight kick-off a new TV ad campaign that seeks to recapture the hearts of empty nesters who have drifted away from the Aussie classic, Vegemite.
The company will use two 30 second TV commercials to show that Vegemite is more than just a standalone topping, but can be instead used as a building block to other tasty, healthy breakfast options.
In the first ad, Vegemite will be paired with poached egg on toasted sourdough while in the second, it will be spread on toast under a freshly sliced avocado with a squeeze of lemon.
The idea, says Kraft's general manager of marketing, foods, Mike Waddington, is to “rekindle Australia's love for Vegemite”.
According to Waddington, though Vegemite is still found in 8 out of 10 pantries, when it came to older Australians whose kids had left the nest, many were not consuming it as often as in past.
“We found that though Australians still love Vegemite, some felt it was more attached to their past. We started this campaign to inspire them to use it in a different way,” he said.
The clips, which detail the preparation of each combo in reverse, were developed by JWT and directed by film director Bruce Hunt.
The campaign is the first for the brand since 2011 and in addition to TV commercials, includes above the line, digital and PR activity.
The broader campaign also seeks to play on Vegemite's functional food credentials, by spruiking the fact that Vegemite is still one of the world’s richest sources of B vitamins for vitality, says Waddington.
He said Kraft talked to lots of Australians, and discovered many didn't understand the potential health benefits of Vegemite.
He also said sales volumes of Vegemite have been flat over the last 12 months.
“That was one of catalysts for us to rethink our strategy going forward and one of my roles is to grow that brand,” Waddington said.
A new TV ad campaign from Kraft spruiks Vegemite as a versatile breakfast option.
