Publicis’ Starcom won all media from Bega after a competitive pitch.
The Publicis-owned agency already owned Bega’s Lion Dairy and Drinks business, which Bega acquired for $500 million earlier in January this year, but will now oversee Bega’s entire brand portfolio, which includes Vegemite.
Vegemite’s media and creation were both handled by Thinkerbell. B&T believes Thinkerbell will continue to be the brand’s go-to creative agency.
Bega’s range includes household consumer products such as Bega Peanut Butter, Honey B, Simply Nuts, Bega’s range of cheeses, ZoOSh Dips, Mayonnaise and Dressings and Table Butter and Cheese farmer’s cream.
Sharon Winton, Marketing Director, Bega Dairy and Drinks said B&T: “Starcom has been a valued business partner for 13 years, delivering award-winning campaigns that help grow our business.
“We have a first-class team working on our account, and we are delighted to welcome their global perspective and audience focus to the extended Bega family of brands,” said Winton.
The win extends an impressive 2021 for the Starcom team which has so far retained Metcash, P&G ANZ and Stellantis, while winning new business which includes Tourism Tasmania, Miele and Total Tools.
