Tastes Like: The Aussie Open with Vegemite

As the official partner of the 2019 Australian Open ballkids, Vegemite has unveiled a cheeky dynamic outdoor campaign on QMS’ iconic Richmond digital billboard; ‘The Punt.’

In collaboration with creative agency Thinkerbell, the quintessentially Australian brand is putting a tongue-in-cheek tennis-related twist on their celebrated ‘Tastes Like Australia’ campaign. Over the Australian Open period, Melbournians and tennis fans will get a taste of what it means to be a part of summer’s most anticipated sporting event through a series of contextually relevant creative executions.

Utilising remote URL hosting technology, Thinkerbell will have complete creative control of content displayed by Vegemite, using witty copy and classic colloquialisms to respond to the events of the Australian Open as it unfolds.

Steve Bovey, General Manager of Operations at QMS said “The dynamic digital technology behind this campaign ensures immediate relevance and strong brand alignment for Vegemite. With Thinkerbell having the ability to update and schedule creative instantly, Vegemite is able to relate to tennis-goers in a fun and unique way via our iconic ‘The Punt’, just a stone’s throw away from all the action at Melbourne Park.”