Copy of GetUp! "Abbott's Navy" newspaper ad
(1m, format)
Copy of Kmart "Australia Day 2012" newspaper ad
(1m, format)
Copy of Vegemite "Australia Day 2012" digital newspaper ad
(230k, format)
In papers January 22-28
Here’s a collection of newspaper ads from Carlton Dry, GetUp!, Holliday Inn, Kmart, Vegemite and MasterFoods.
Carlton Dry used the topical opportunity to give their Hello Beer campaign, which recognises that life's best moments are shaped by going out and having fun. This execution, which ran on Australia Day, embraces the “live in the now” tone of the overall campaign and gives a big thumbs up to the awesome guy who invented Australia Day.
MasterFoods also ran their ad on Australia Day, using the occasion to promote that their sauces are Australian Made.
Hotel chain Holiday Inn ran an Affinity-based newspaper ad, encouraging Australians to have a great time on their national day, informing readers of their sponsorship role of the Australian of the Year Awards.
GetUp! ran a Public Agenda ad in time for Australia Day. Called Tony Abbott’s Navy, it makes a point about Tony Abbott’s stance on refugees arriving by boat.
Kmart had the most visually appealing newspaper ad of all the retailers, using a very Australian mnemonic of thongs on the beach to make the link between Australia Day and items on sale.
Finally, Vegemite ran digital ad on newspaper websites, using humour to promote the product renamed Australia for the public holiday.
January 2012
