Ashleigh Barty, the WTA’s number one ranked player, spearheads Vegemite’s ‘Tastes Like Australia’ campaign to leverage to 2020 Australian open.
The multi-channel campaign, developed by agency Thinkerbell, sees athlete ambassador Barty wear a Vegemite logo patch throughout the Australian summer tennis season and the AO tournament work was spearheaded by a hero digital and social spot.
Further strands of the campaign include tournament responsive OOH executions around Australia’s major cities
Worth every minute.Congrats @ashbarty on another Mitey win!#TastesLikeAustralia #BartyArmy #AshBarty #BartyParty pic.twitter.com/7GjLaC98zS
— Vegemite (@Vegemite) January 24, 2020
Let the Barty Party begin!@ashbarty #TastesLikeAustralia #BartyArmy #AshBarty #BartyParty #AusOpen #AO2020 pic.twitter.com/tjLqvV7JiO
— Vegemite (@Vegemite) January 21, 2020
and low latency social content.
The #BartyArmy is ready to cheer on Ash as she takes on Elena Rybakina in her 3rd round match Lets go Barty@ashbarty #AshBarty #AusOpen #AO2020 #BartyParty pic.twitter.com/VCjtm5sr4e
— Barty Army (@BartyArmy) January 23, 2020
Plus, following requests from Barty fans, Vegemite also introduced ‘BARTY’ T-Shirts which are available for purchase via the Vegemite online store.
Join the #BartyArmy with your very own BARTY t-shirt!Get behind world No. 1 @ashbarty, available exclusively online from our #MiteyMerch store: https://t.co/TiEnFQRx2f. #TastesLikeAustralia #AusOpen #AO2020 #Vegemite pic.twitter.com/869qRJ04Fa
— Vegemite (@Vegemite) January 17, 2020
This product based strand followed on from an initiative in October when Vegemite introduced limited-edition Bartymite jars.
“As an Aussie girl who has grown up eating Vegemite, I feel very lucky to work with Australia’s most iconic brand,” said Barty.
“A big thank you to the Vegemite family who have been a huge support to me over the last few years, there is nothing better than hearing the Barty Army in the crowd when I’m playing!”
“Ash is an extraordinary ambassador, and we are proud to support her as she embarks on her 2020 season,” added Vegemite senior marketing manager Matt Gray.
Comment:
This Australian Open activation is the next wave of work within Vegemite’s ongoing ‘Tastes Like Australia’ brand platform which launched back in August 2018.
‘Tastes Like Australia’ was the first new adverting work for Vegemite in six years and was launched with a flagship commercial.
The marketing burst under the ‘Tastes Like Australia’ idea also included another sports strand in the form of a playful print ad and social rivalry with UK competitor Marmite during the August 2019 Ashes cricket series between England and Australia (see case study).
Links:
Vegemite
https://www.facebook.com/VEGEMITE/
https://www.youtube.com/user/vegemite
Thinkerbell
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