With a shared 230 years of history in Aussie pantries, the collaboration is a celebration of the two companies’ contributions to Australian snacks. As part of the campaign, the duo are asking the nation to vote on whether the mashup should officially make it to store shelves.
“We are thrilled to be working with the Vegemite team to bring our two brands together and can’t wait to hear if Aussies want to see Uncle Tobys Oats with Vegemite to appear on shelves officially,” Nestlé head of marketing Uncle Tobys, Michelle Katz says.
Vegemite is celebrating its centenary on October 25 and Uncle Tobys is marking 130 years in 2023.
Australian icons Vegemite and Uncle Tobys launch new product
Jess Hoare, marketing manager of denmark telemarketing database Vegemite added, “As this year marks a significant milestone for both of us, it’s a no-brainer to come together and celebrate the versatility of both products: combining two icons to create something unique and flavoursome.”
In 1861 the Uncle Tobys Company was born after two brothers Leonard and Goerge Parsons left England and began manufacturing John Bull Oats in Melbourne.
Vegemite was also developed in Melbourne in 1923 by Aussie chemist Cyril Callister.
Callister developed the spread from one of the richest known natural sources in the Vitamin B group, brewer’s yeast.
The Vegemite company has a long and storied history of creative marketing campaigns and collaborations. From the iconic 1950s ‘Happy Little Vegemites’ radio and television song campaign to a Vegemite and cheese roast chicken available at Coles today, Vegemite continues to charm Aussie consumers.
And Happy Little Vegemites are happy for a reason, with research conducted by Victoria University in 2017 showing that people who eat vegemite and other yeast-based spreads report they are less anxious and stressed than people who don’t eat them.Global beauty brand Maybelline has enlisted QMS Media to create an innovative new campaign showcasing a ‘surreal’ line of cosmetics.
The campaign uses animated 3DOOH anamorphic illusion to bring the brand’s new avatar model “May” to life.
May was launched alongside Maybelline’s global ambassador Gigi Hadid in a move to merge the real and the virtual for the new Falsies Surreal mascara campaign. Throughout September the virtual reality model will be featured across QMS’ digital large format assets and the City of Sydney network.
DOOH media refers to digital out-of-home media, used primarily for advertising, while 3DOOH adds technology to make digital images appear three dimensional without filters or glasses. Indeed, ‘May’ appears to be reaching out of the billboard to grab the mascara wand, or perhaps offering a hand for us to step into her surreal world.
Maybelline New York marketing director for Australia and New Zealand Alexandra Shadbolt says the new mascara called for an innovative campaign.
“When a mascara delivers a transformation as surreal as this, it takes something just as surreal to launch it. At Maybelline, we love to push boundaries and break new ground, and that is why we turned to QMS to help us bring May to life on the streets of Australia with 3DOOH,” she says.
Maybelline embraces innovative outdoor advertising
Maybelline is the world’s leading cosmetics brand and is sold in over 120 countries worldwide. The company is known for their eye-catching marketing campaigns.
In July, Maybelline collaborated with London city trains to advertise the Maybelline Lash Sensational Sky High product.
The front of trains were adorned with oversize lashes that were swept back by an enormous mascara brush when pulling into platforms at underground stations. The viral outdoor advertising campaign won social media attention for its creativity.
The Falsies Surreal campaign marks the company’s next outdoor campaign, intended to reach a broad audience.
“Out of home is one of the last true broadcast media, enabling brands to influence big audiences through high impact creative executions. The innovation, immediacy and power delivered by DOOH, including 3DOOH, is a key part of the medium’s growth and success,” says QMS chief revenue officer, Alex Kerley.
Outdoor advertising net revenue in Australia increased 27.6 percent to just over $1 billion in 2022, up from an adjusted figure of $831.1 million in 2021, according to the Outdoor Media Association.
In recent months, QMS has also launched 3DOOH campaigns for Adidas, Hyundai, Michael Hill, Tourism SA, ANZ, Coopers and Flight Centre.