Vegemite Vegeknife

Australians hate finding butter in the Vegemite jar, so Vegemite created the Vegeknife, a double-ended knife with a side for each spread. After a cult following as a 2020 promo, Vegemite put the Vegeknife on sale to the public for the first time in 2024.

Bega brought in Sticki to launch it on TikTok. We shortlisted comedy and foodie creators and partnered with duo Sean and Marley, who brought the Vegeknife to their audience with a TikTok made for laughs.