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Bega: Where's Bega?

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Clemenger BBDO Melbourne is launching a campaign for Bega’s new Kids range of cheese snacks. Made from real Bega cheese, the campaign follows the highly successful 'Real Town. Real Cheese' campaign the agency created for the brand in 2008 and the more recent 'Real Farmers' campaign.

Real Australian kids were asked the question, “Where’s Bega?” in schools, houses and locations around the country. Their answers, in the true way that children think, are all about the here and now.

“In my mouth”

“In my lunchbox”

“In the fridge”

We are, of course, talking about the real Bega – the real town where real cheese is made.

The new range includes Bega Junior and Bega Shapers as well as the popular Bega Stringers in new varieties – Cheddar and Swiss flavours.

The chilled cheese snacking segment is worth $75 million in Australia, where it’s purchased by 25.6% of households. This is in comparison to the total cheese category which is bought by 99% of households.

Andrew Noisette, marketing and business manager, Bega, says the new range of Bega Kids snacks will drive further growth and penetration of cheese snacks.

“The new Bega kids range offers a healthy everyday snack alternative to the plethora of unhealthy options available for kids. This new campaign will help establish cheese in the snacking repertoire and drive strong growth in the segment,” he said.
Credits Other credits

Account Service - Sue Peden, Mandy Henderson and Mahli Pullen

Media agency – OMD

Client – Andrew Noisette, Vanessa Bush

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