Kraft Foods – How do you like your Vegemite?

Agency: JWT Melbourne

EXECUTIVE SUMMARY

This is the story of putting a mature, big brand back on the growth trajectory after 5 years of decline. To arrest its penetration decline Vegemite needed to broaden its relevance to beyond kids. It did this by empowering and giving scale to the very personal brand usage passion that even lapsed consumers had for the brand. How do you like your Vegemite? transported Vegemite from a forgotten lunch box food to a light adult meal waiting to happen. It created unprecedented engagement and got lapsed consumers eating Vegemite again.

THE CHALLENGE

They say sometimes love just isn't enough.

Vegemite, one of Australia's most loved brands, an 85 year old icon was in decline.