Some brands transcend their category. Vegemite is one of them

It's a reference point for what it means to grow up in Australia, which means it doesn't need to compete in the conventional sense. For most Australians, it's simply a fixture in the pantry and part of the routine at breakfast. That kind of cultural equity takes generations of consistent brand presence to build, and it can't be shortcut. That's the context behind the Vegemite Kids range we helped build for Bega Group. The challenge for a brand with this much generational depth is staying relevan