VEGEMITE needed to modernise and win over a new generation of Australians. If VEGEMITE makes kids mitey, we needed the miteyest kid in the country, so we signed teen sprinter Gout Gout. To announce it, the brand wore the athlete, taking inspiration from his double name and changing ours for the first time in VEGEMITE’s history. ‘VEGEMITE VEGEMITE’ jars appeared quietly on shelves nationwide, sparking questions across social before the reveal with a film and OOH. To seal the deal, Gout Gout received a bespoke gold and diamond VEGEMITE toast necklace.