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MARKETING MIX PLAY EASTER EGG HIDE AND SEEK WITH CADBURY Cadbury has put a virtual twist on the traditional Easter egg hunt, giving chocolate lovers across Australia the chance to join its first ever ‘Worldwide Hide’ Easter egg hunt. Launched on 12 March, the virtual Easter hunt – utilising Google Maps technology – allows participants to hide a Cadbury Easter egg for that special someone to find. From the world map to street view, participants are able to pinpoint exactly where the egg is positioned. “Cadbury is synonymous with Easter and we’re incredibly proud to unveil a new era of egg hunting which will allow people right across Australia to share moments of connection and remind one another that the spirit of Easter remains true,” Cadbury ANZ Senior Marketing Director Paul Chatfield said. The Worldwide Hide gives participants the option to leave a clue, followed by a tailored message for when the seeker finds a hidden egg. Participants hiding eggs for recipients within Australia can also take it one step further, nominating to deliver a real-life bespoke Cadbury gift to the seeker’s doorstep. There are three chocolate gifting options to choose from, including a personalised Cadbury Crème Egg Tin, bespoke Cadbury Dairy Milk Egg Tin and a Cadbury Easter Egg Hamper. CELEBRATING CULTURAL DIVERSITY WITH VEGEMITE Vegemite is encouraging Aussies to celebrate Australia’s diversity of cultures, languages and flavours by sharing a series of varied ways to enjoy Vegemite. In the spirit of the recent Harmony Week, and to celebrate Australia’s melting pot of cultures and flavours, Vegemite has released a series of recipe ideas inspired by the country’s rich heritage – think Vegemite pho or Vegemite stir fry. As part of the celebration of Australia’s diverse culture, Vegemite is also putting the nation’s multiculturalism at the “front and centre” of the Australian landscape. The brand has unveiled large-scale outdoor advertising with Vegemite’s “classic” ‘Tastes Like Australia’ headline translated into the top 10 most spoken languages in the country – Cantonese, Mandarin, Vietnamese, Arabic, Italian, Greek, Tagalog, Hindi, Spanish and English. The multilingual ads will also be posted on social media. Citing data from the Australian Bureau of Statistics, Vegemite says 49 per cent of Australians were either born overseas or one or both parents were born in a different country. It’s not surprising then, claims Vegemite, that there are more than 300 separately identified languages being spoken in Australian homes. “Australia is a wonderful and truly unique nation, but more than anything, it’s diverse and multicultural,” Bega Cheese Marketing Manager Spreads Jacqui Roth said. “Like the platypus and the Big Prawn, Vegemite is a symbol of Australia’s national identity, so we feel we have a duty to recognise how important different cultures have been in shaping our country ... and our national cuisine for that matter. “This past year has shown us how unique Australia is and how great we are as a country. We want to encourage Aussies to celebrate our culture and the ingredient that makes us great – our people. What a better way to do that than enjoying the mix of flavours that make up the taste of Australia and celebrating the diverse languages spoken Down Under.” The new Vegemite recipes will be available on the Vegemite website and social media channels. Australians are also invited to share their favourite non-traditional dishes using Vegemite by posting on Instagram with the hashtag #TastesLikeAustralia. MAR/APR, 2021 CONVENIENCE WORLD 19