Kraft Foods - How do you like your Vegemite?

Vegemite, an 85-year-old iconic Australian brand, was in steep decline due to its staid image, perception as a kids' brand and changing breakfast habits.

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...

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