VEGEMITE VEGEMITE Partners up with Gout Gout in New Campaign via Thinkerbell Thinkerbell

Why It Matters

By linking a beloved national food to elite sport, the campaign taps into cultural pride and reinforces the narrative that nutrition can boost performance, resonating with both health‑conscious consumers and sports fans. This timely partnership showcases how legacy brands can stay relevant by partnering with emerging talent and leveraging creative storytelling.

Summary

The episode details VEGEMITE's new partnership with teenage sprint star Gout Gout, launched through Thinkerbell's 'Makes ’Em Mitey' campaign. It highlights the creative rollout—including secret jar releases, a joint film, OOH ads, and a custom gold‑and‑diamond VEGEMITE toast necklace—designed to position B‑vitamins as an "unfair advantage" for Australian athletes. Brand director Mary Stafford emphasizes VEGEMITE’s role in fueling Aussie grit, while Thinkerbell’s Jonny Rands underscores the bold, energetic vibe of the collaboration.