Vegemite are one of Australia's most well-loved brands and their collaborations are always subjects of much contention, so Hive were excited to take on this Village Cinemas crossover. Vegemite flavoured popcorn may come with the novelty image that many of its previous fusions have grappled with, however this particular mix of salty snacks seemed like a real match made in heaven. Hive's aim was to keep the creative fun without seeming gimmicky.
Having developed the premium Chef's Gourmet brand, Hive were in the perfect position to keep legitimacy in with all the fun.
Hive worked in consultation with Village Cinemas and Vegemite to develop bold packaging for the product. The celebration of the real ingredients in Chef's Gourmet is what makes it so eye-catching and mouth-watering, so the blocks of tasty cheese, smears of Vegemite and the iconic Vegemite jar were the perfect nod to this fun fusion of well-loved Aussie products.
Along with the packaging, Hive produced assets for the exciting launch of Vegemite Gourmet Popcorn including assets across web, social and at point-of-purchase.
It's expected that the addition of Vegemite to any product is going to cause major buzz. On launch, the Vegemite Gourmet Popcorn product was the subject of a media frenzy, with coverage in publications such as the Herald Sun, Junkee, Time Out Melbourne, The Urban List, Techly, Mumbrella, B&T, The AU Review, Concrete Playground and more.