Bega Group is celebrating its 125th birthday this week by transforming the town of Bega into Toastie Town with the help of creative agency Thinkerbell. The campaign invites locals and visitors to ‘Raise a Toastie’ with Bega cheese and Vegemite spread in honour of the occasion.
The Bega Toastie Town rebrand includes updated signage at the town’s entrances and a Toastie Hub pop-up at the Bega Heritage Centre. Toasties are further featured on the menus at cafes, bakeries, and other venues throughout town. The activation is also being promoted across earned and social media, with hundreds of toasties being given away.
“For more than a century the Bega Group has played a significant role in shaping Bega’s local community and surrounding areas,” said Thinkerbell chief creative, Tom Wenborn.
“We wanted to celebrate this milestone and pay homage to the people who have been part of the Bega Group’s journey by putting one of their most famous innovations on the map… The humble toastie. From local community members and employees to the brand’s customers, it’s been wonderful to see everyone get behind the idea.”
“Our success would not be possible without the support of the nation,” added Bega Group executie chairman, Barry Irvin.
“As we celebrate 125 years with a toastie or two, we look forward to continuing to build on our legacy with new products and sustainable practices that meet the evolving needs of our customers.”
Earlier this year, Thinkerbell was behind the Vegemite billboard that welcomed megastar Taylor Swift as she arrived in Melbourne for the Australian leg of her Eras Tour concerts.
The work further follows the agency’s latest work for brewery Hahn, encouraging the nation to kick carbs, not beer with its zero-carb beer, Hahn Ultra Zero Carb. Lauded Aussie kicker Lance ‘Buddy’ Franklin fronts the campaign, literally kicking carbs (a football-shaped bread loaf).
See also:
“From one icon to another, welcome to Australia”: Vegemite welcomes Taylor Swift with a cheeky billboard
Buddy Franklin ‘kicks carbs not beer’ in Thinkerbell’s latest for Hahn