Sticky Scenes in NYC as Condiment Rivalry Spreads Across Atlantic

Australians and Brits share a long history of rivalry from rugby to The Ashes, but nothing compares to the age-old feud between Marmite and its Australian counterpart, Vegemite.

Last week, Marmite and adam&eveDDB released “Marmite Smugglers”: a campaign calling for the mass smuggling of jars across the Atlantic into the hands of desperate expats.

Yesterday, New York-based Australian agency cummins&partners NYC launched its riposte.

In a short online film launched across the agency’s social channels, a news bulletin reports on the chaos facing New Yorkers as the long-feared British Australian rivalry tightens its grip on the streets of the city.

With “Marmite Smugglers” creating a stir on both sides of the Atlantic and its insight around expats smuggling jars overseas ringing just as true for Vegemite lovers, the agency couldn’t resist responding with what they see as an homage - a love letter of sorts - to the original.

Louis Lunts, managing director at cummins&partners NYC, said, “A far cry from an official advertising campaign, this film was created over a weekend by a small group of determined Australians, treacherous Brits and baffled Americans with a passion for Vegemite and a penchant for adding to the cultural conversation. As I’m sure you can tell, it’s fun, fast and totally, totally serious.”

Sean Cummins, chief creative officer at cummins&partners, said, “In this increasingly divided world, we need more playful fun. This work from our NYC team made us all smile, regardless of where we were in the world. I hope everyone enjoys watching it as much as we enjoyed making it.”