How Do You Like Your Vegemite & The One Billionth Jar Campaign

Mention the word "Vegemite" to any Australian, and they'll reply that it's the iconic condiment in every Aussie pantry. So, when the household penetration started plummeting for the first time in 20 years, Kraft (the giant food company that is responsible for managing this brand) sought the help of Royce Communications to ensure that every Australian retain this on the breakfast tables of every home in the country.

Vegemite: The iconic condiment in every Australian pantry

Both Kraft and Royce collaborated and created an innovative campaign known as "How Do You Like Your Vegemite" and "One Billionth Jar" campaigns on the social media platforms. The first campaign, "How Do You like Your Vegemite" is targeted to explore new market potentials. In here, through an integrated campaign, people were driven to a dedicated website where they registered their favourite ways of eating Vegemite. The website also asked consumers to answer a set of questions so that the data could be demographically segmented to the town level. And the objective of this ? To give excellent data for a localised regional public relations campaign.

The team took the data and developed national, city and town level media materials that explained each area's favourite way of eating Vegemite. the team then used the quirky segmentation opportunities (cutting data with hair colour and occupation) to create more interesting news material. The tangible success of the campaign can measured by its Facebook membership which rose from 17,000 to 45,000 members upon its first month, and 112,753 number of website visits for a 6-week campaign.

The second campaign, "One Billionth Jar" was to carefully analyse years of historical data and prove that the brand has reached its One Billionth landmark. In this campaign, Kraft started the event in Port Melbourne and followed by sampling and events across major cities in Australia.

The results of the campaign is as summarised below;

• The biggest EVER month for Vegemite shipments - almost double the shipment for the same month of the prior year (194%) driven by the One Billionth campaign (supported solely by PR)
• Scan sales up to 12.9% on the previous year
• Household penetration up by 2%
• Consumption growth grew by 6%
• The PR campaign circulation of 20 million set a new industry standard
• 112,753 unique visitors to vegemite.com.au - up 347% on the average monthly site traffic

Oh and below's a quick personality test on how you eat your Vegemite. 

Mine's  definitely Vegecadoer ! What's yours ?

And a quick video for those of you who are interested;