AussieMite launches ‘Sacrilicious’ campaign in UK and Aussie markets via Grown-Ups, Sydney
CB Exclusive – Australian owned family company AussieMite has launched a controversial commercial designed to go head-to-head with Vegemite in Australia and Marmite in the UK.
The commercial, by Australian agency Grown-Ups is bound to attract publicity due to its contentious nature.
Says Mick Hunter, Grown-ups creative partner: “AussieMite is very much a challenger brand, positioned on taste, quality and proudly Australian owned and made – unlike Kraft Food’s US owned Vegemite. So we needed an idea that would not only convey the quality of the product but also get noticed and generate publicity and debate.
“And, unlike AussieMite, the ad is probably not to everyone’s taste.”
Says Elise Ramsey, AussieMite managing director: “To go up against Vegemite in Australia and Marmite in the UK we needed something that would get people talking and Grown-Ups delivered; they’re great to work with because they just get it and get on with it. We couldn’t afford to play it safe so the brief to the guys was to get AussieMite noticed and show how tasty our product is. They did that with humour that very much suits our brand.
“In supporting Australian owned and made produce, as a community, we are putting back into our economy and strengthening our country, unlike Vegemite, which is owned by an American company. AussieMite is proud of its premium non-GM labelled product–surveys have shown a majority of shoppers would avoid GM if given the choice. Our spread also has no chemical colours, flavours or artificial preservatives.”
Says Grant Booker, Grown-ups creative partner: “It’s great to have a client like AussieMite who understands what advertising is all about: getting noticed. We also have to thank everyone at Film Graphics Entertainment for a wonderful and effortless job. They are an incredibly talented bunch of people and nice with it”.
The campaign will run online and in social media in Australia as well as the UK through ECNLive.
20 Comments
That Catholic Priest has put far more sacrilicious things in his mouth than fake Vegemite.
Looks like he’s having a Pell of a time.
Ooooooo, sacrilegious is it?
This might have been provocative back when you were lads, but that’s been a good while now, and shocking has moved on a fair bit, while you were sleeping apparently.
Strange that your positioning is all about pure Aussie versus that US owned Vegemite, yet not a word or an image to underwrite that proposition.
A swing and a miss.
And the end line ‘Sacrilicious’ stolen from that most Aussie of shows, The Simpsons: http://youtu.be/UUnH9NECSUU?t=17s
Makes our effort pretty lame.
I just don’t understand the vitriol on this site.
What would people really prefer to see – an ad featuring a mother making school lunches in a suburban kitchen?
Nice simple ad with an idea. How unusual.
Thought it was funny . Well done guys !
We’re happy little AussieMites as happy as can be. We all enjoy our AussieMite for breakfast lunch and tea…. Nice one Grown Ups. Made me laugh!
Nice spot Booker and Mick. Very funny mates .
Looks a whole lot better than the stuff they dish out at the nunnery.
Nice ! Well done Film Graphics and Grown Ups.
Appeals to my blackened heart.
Further proof that with age comes wisdom.
Well done guys, a good job when the client’s collection plate is bare.
Finally, an ad worth watching! Beaut Grown Ups!
Most offensive advertising. Disgraceful attempt to attract attention – People designing this sort of ad must be very ignorant about matters sacred to many people. I will not purchase this product.
This advertisement I̶̲̥̅̊s̶̲̥̅̊ rubbish
Catholics boycott that brand and any other product advertised by Grown ups!
How dare you mock our catholic Faith,now one fears hell anymore!