It’s the 125th birthday of Bega Group. The company, whose cheese and dairy products are in the homes of so many Australians, has also helped Bega to thrive, providing jobs and income for so many locals and farmers.
So Thinkerbell turned Bega into Toastie Town for its birthday, encouraging every resident and visitor to raise a Bega cheese and Vegemite toastie, paying tribute to the Australian food company’s milestone.
The town changed its name to Toastie Town for the day including signage in and out of the town. Toasties were placed on the menu at cafes and bakeries and other venues around the town – and the new Toastie Hub popped up at the Toastie Town Bega Heritage Centre (formerly known as the Bega Heritage Centre). Toastie Town was promoted across earned and social.
Bega Group executive chairman, Barry Irvin, commented, “Our success would not be possible without the support of the nation. 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.”
Toastie Town welcomed visitors from all over the country, with it being talked about in over 70 earned media placements across The Australian, ABC News, WIN News, Channel 9, Channel 10 and the Herald Sun to name a few.
Thinkerbell chief creative, Tom Wenborn, stated, “For more than a century the Bega Group has played a significant role in shaping Bega’s local community and surrounding areas. 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.”
Credits
Creative, earned & production: Thinkerbell
Client: Bega Group
Photography & Content: Spilt Milk
