Return of the Happy Little Vegemites
Objectives:
Pulse was asked to help build buzz about a new TV advertisement for Vegemite using imagery from the original Happy Little Vegemites ad from 1952.
Insight:
While the original ad and jingle is an Australian icon, the story about Kraft launching a new ad was of interest only to marketing journalists. The consumer and mass media needed a story about people, not ads.
Big Idea:
The Happy Little Vegemites: Where Are They Now? Pulse created a campaign to mount a nationwide search for the original cast, engaging the media and culminating in a ‘Happy Little Vegemite’ reunion.
Evaluation/ Results:
The campaign generated an OTS of 47 million from 286 pieces of branded media coverage across in just nine days. Journalists were driving the search and breakfast TV program, the Today Show, brought together the original cast with the cast of the new ad – connecting the two generations of ‘Happy Little Vegemites’.
The client commented:
“We have been blown away by this campaign and by the love Australians and the media have for Vegemite. Pulse has been outstanding—from building the original idea, to faultless execution. We’ve been really thrilled with the results.”