When it came to releasing Vegemite’s new Squeezy pack we highlighted a unique problem - that being that though we won’t admit it was us, 58% of Australian Vegemite jars have butter in them. So we created a new product that attempted to solve the problem - The Vegeknife, one end for butter and one end for Vegemite.

Before launching the Vegeknife, we created a bit of noise by addressing the problem and letting Aussies know that a solution would be coming soon. To do this, we ran teaser messaging across out of home and social.

After a week of teasing Australia we made the big reveal across earned and social. The story was picked up by major news outlets, and earned $27.5 million of media. The story was even picked up by The Daily Mail in the UK.

Once the Vegeknife promotion was done and dusted, we announced to the nation that we’d come up with an even bigger, better, butter solution - Vegemite Squeezy. We launched Vegemite Squeezy with a national above the line campaign, showing just how easy and versatile Vegemite Squeezy is to use.