Vegemite toasts Aussies who are ‘having a crack’
Kraft Foods has launched one of the biggest campaigns in Vegemite’s 88 year history to celebrate everyday Australians who have made the spread famous. The campaign centres around a competition to find Aussies who will be ‘Toast of a Nation’ and have their faces printed on a jar of Vegemite.
One of the ads recounts the real story of science teacher Phill Higgins – known as Phiggles – who flies across the country teaching science to students in remote parts of the country. The campaign, created by JWT, breaks today.
Another follows the tale of the ‘World Champion’ Darwin Ice Hockey Team who remain undefeated, possibly ebcause they’ve never played.
Awesome campaign
*like* – the darwin one is gold.
Totally love it ! So aussie. So understated. So lovely !
Genuinely Australian. The campaign will need to do a lot of good research to find unfamiliar but strong Australian storiers though.
Lovely… encapsulates the Australian spirit better than Vegemite 2.0..!
Very nice. I’d be interested to see what they’re like whittled down to a 30sec spot.
“Aaah well me little brother reckons he’s magic.”
“I reckon he’s magic.”
Sensational.
Darwin one is hilarious – this will go viral.
Well done
Great campaign. Hits the note and as an Aussie is easy to identify with.
like it. nice work JWT.
Really well done. Love it.
Who’s it talking to? Will it generate new business?
Is it designed as a “feel good because you’re Australian and eat Vegimite”?
Interesting also that they’re only talking to white Australia’s as well. No attempt to connect with new Australia’s which I would have thought would be the best place to start looking for new customers.
It’s weird, it’s like they just wanted to do their version of the ‘Castle’.
Cute story but that’s about it for me.
sniffing a crack is more like it
excellent campaign – refreshing approach and the talent nail it!!
Possibly the worst Ad’s I have ever seen. They make no sense!
Well commented, JWT staff.
Hahahaha and once again, “Anonymous” rears it’s ugly, just-out-of-uni-creative head to deliver some fabulous, constructive criticism
Remarkable campaign! Hats off to Kraft for making this happen. Congrats to all involved
@ Mark from the Internet
LOL – so true. However I also don’t like the ad (looks like we’re the only two though!)
Excellent campaign. I love the Darwin Ice Hockey Club the best.
made me smile