Exhibit 20.2 Vegemite engages with consumers on Facebook to strengthen brand equity.
Vegemite, a quintessential Australian brand, is facing a
declining user base. While household penetration levels are still high,
the yeast-based breakfast spread is not as popular with some demographics including immigrants and
families without children.
To revitalize the brand, Vegemite’s core objective on Facebook is to increase
usage, retain consumers, and regain lapsed users. The aim is to keep the much-loved brand
top-of-mind by generating excitement and buzz, and to illustrate novel ways of consuming
Vegemite and generate new consumption ideas.
The content on the brand’s Facebook Page reinforces positive associations,
and especially its Australian heritage. This is apparent in the tagline
“tastes like Australia” as well as the content highlighting the distinguishing facets
of the country.
While centred on Australia and on Australians, mindful of the need to woo the
growing immigrant population, the campaigns successfully capture the diversity of cultures
in the nation, and the variations in the way Vegemite is consumed, across the different races.
The Page presents a variety of Western and Asian recipes illustrating novel ways of consumption
occasions that push Vegemite beyond breakfast.
To appreciate what Vegemite is trying to achieve, check out the brand’s
Facebook Page, and view the
“How do you make Vegemite” video.
