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Vegemite Makes Cheeky Request to the Queen Ahead of 100th Birthday

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Thinkerbell campaign sees digital billboards around London asking the Queen for a letter of celebration

Vegemite Makes Cheeky Request to the Queen Ahead of 100th Birthday

VEGEMITE, Australia’s most iconic spread, turns 100 next year! Proudly returned to Australian hands in 2017 by Bega Cheese Limited, the Australian brand is preparing for a celebration fit for a queen. To kick things off in style, in what’s set to be a MITEY year for VEGEMITE, the brand has humbly requested a royal nod from Her Majesty The Queen – a 100th birthday letter to mark its special day.

“On the Queen’s Birthday long weekend VEGEMITE has officially sent off communication to London, as what better way is there for VEGEMITE to hit 100 than with a letter from Her Majesty? It’ll top off a whole century of breakfasts, lunches and high teas,” said Jacqui Roth, VEGEMITE marketing manager.

To increase the chances of Her Majesty seeing VEGEMITE’S request, the brand also deployed a fleet of mobile digital billboards to drive around London to coincide with the Queen’s Birthday weekend in the majority of Australian states and territories. 

“VEGEMITE is a national icon Down Under, and we think it deserves nothing less than the royal treatment when it hits the big 100 next year. Fingers crossed Her Majesty comes through with the goods.” said Ben Couzens, executive creative director at Thinkerbell. 

The brand’s cheeky request made waves on the weekend, being reported and discussed across TV, Radio and news sites with a total of over 600 mentions.

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Head of Marketing: Matt Gray

Marketing Manager: Jacqui Roth

Senior Brand Manager: Magda Kozera

Assistant Brand Manager: Holly Shotton

Brand Communications and PR Lead: Hannah Saliba

Marketing Manager, Digital & Communications: James Coleman

Social Media & Content Coordinator: Ally Heywood


Chief Thinker: Adam Ferrier

Executive Creative Tinker: Ben Couzens

Thinker: Romy Stubbings

Tinker: Elsa Caruso

Tinker: Ellen Woods

Tinker: Megan Latter

Editor: Oliver Eyre

Head Thinker: Suzi Williamson

Free Thinker: Nikia Shepherd

Design Tinker: Jamie Lane

Design Tinker: Jesse Theodosiou

Content capture

Videographer, London: Bizzy Thompson


Account Manager: Georgina O’Hare

Account Executive: Nicole Manton

Categories: Food, Sauces and Spreads

Thinkerbell, Thu, 16 Jun 2022 08:16:10 GMT