Iconic Australian snacking brand Arnott’s has partnered with Australia’s favourite spread to create a legendary new snack: Shapes Vegemite & Cheese. Arnott’s has launched a new campaign via Publicis Groupe set to elevate true moments of mate-ship this Aussie summer.
To promote the new product, Arnott’s is also partnering with Seven West Media and five Aussie legends, who include: OAM broadcaster, Bruce McAvaney; Olympic gold medallist, Catherine Freeman; former Australian cricketer, Glenn McGrath; comedian Shane Jacobson and swimming Olympic gold medal winner, Giaan Rooney. The legends feature in a TVC, digital and social media campaign.
Described as ‘the spirit of the nation distilled down into a cracker’, Shapes Vegemite & Cheese is the perfect pairing between snack and spread, taking the distinctive flavour of Vegemite to Australia’s favourite cracker.
To celebrate the unique heritage of these two iconic brands, Shapes Vegemite & Cheese will be baked in the shape of Australia and displayed in disruptive black packaging to reflect colour of the iconic spread.
Shannon Wright, brand manager, Arnott’s said: “Arnott’s Shapes has been a favourite in Aussie homes for over 50 years. It has been a staple at any backyard BBQ, beach cricket match, or holiday road trip, for countless summers. As we kick off 2019, what better way to celebrate than to launch a new legendary Shapes flavour, partnering with Australia’s favourite spread? We believe the flavour pairing between Shapes and Vegemite are made for each other, and we’re proud to launch such an iconic snack just in time for summer entertaining.”
Matt Gray, marketing manager, Vegemite added: “Our iconic Vegemite has been fuelling generations of Aussie families for over 95 years and we love being a part of new innovations that show how extremely versatile our spread really is! No doubt, Vegemite is the perfect flavour to be infused into Arnott’s Shapes this summer; another Aussie brand we’ve always been proud to share the cupboard space with!”
Shapes Vegemite & Cheese is now available at all major supermarkets nationally in Australia.
Source: Campaign Brief