Today, Vegemite has announced a new partnership with
creative agency, Thinkerbell - marking the end of one the longest
standing agency partnerships within the FMCG world.
in Melbourne, Thinkerbell, who will take over from the incumbent J.
Walter Thompson, is set to challenge the creative minds behind the
Vegemite and Bega brands and help move them forward with a strong and
insightful new strategy, that seeks to bring science and creativity
The decision to change agencies comes off the back of the Bega Cheese
acquiring the Mondelez Foods business in 2017 and bringing Vegemite into
Australian ownership for the first time in over 90 years.
milestone triggered a desire within the marketing team to re-invigorate
the business' agency roster with a bold and ambitious approach to the
Ben Hill, marketing director Bega Foods, said
the recent strength and positive-growth on Vegemite could be attributed
largely to the increased exposure the brand has been generating. One
driver of this has been the return of the iconic brand to Australian
ownership under Bega and the positivity surrounding the return of
Vegemite to home soil.
Says Hill: "Through recognising the
strength in our Australian heritage and our need to focus on the future
to continue positive momentum, we felt the time was right to refresh our
creative agency. Thinkerbell - a new cutting-edge Australian agency -
represent everything that we want our brands to deliver.
new team and new outlook, we are thrilled to be working closely with
Thinkerbell to instil the Vegemite and Bega brands further into the
Thinkerbell was founded in July 2017 and is
led by Adam Ferrier, Ben Couzens, Margie Reid and Jim Ingram as
partners. The creative agency represents a great balance between
strategy and creative, and they will now manage the creative execution
on the Bega Foods suite of brands including Vegemite and Bega Peanut
Says Ferrier: "We feel a great responsibility and are
thrilled to be at the helm of the creative execution to drive the future
success of brands such as Bega and Vegemite, two of Australia's most
loved and iconic brands."
Says Margie Reid, managing partner,
Thinkerbell: "Our approach and differentiation is that we focus on
bringing science and creativity together. We will use this combination
to spearhead the development of a new creative platform that will help
both Vegemite and Bega Peanut Butter continue to grow into new markets
locally and abroad."
While the new partnership is set to propel
Vegemite into the future, the team at Vegemite acknowledge with great
pride, the extensive success former agency - J. Walter Thompson - had
over their history on the brand.
J. Walter Thompson were the
creative minds behind the now famous "Happy Little Vegemites" campaign
Australians still enjoy today. Vegemite enjoyed a strong and successful
relationship with J. Walter Thompson that lasted 74 years and produced
some of Australia's favourite moments; connecting the brand to millions
of homes and families in Australia and around the world.
Says Hill: "We anticipate a bright future with Thinkerbell and can't wait to inspire more Australians than ever before."