Multicultural Marketing
& Management (MMM)
Wins AMI Award for
Marketing Excellence
MMM a long-term client of Business Clarity
won the 2009 Australian Marketing Institute
(AMI) Brand Extension Award. Kraft
engaged MMM to develop a communication
strategy to connect multicultural Australians
with Vegemite. Even though Vegemite is
iconically Australian, children were no
longer being brought up on the spread nor
was it appealing to new Australians. Could
Vegemite be incorporated into the diets of
ethnic communities? MMM demonstrated
how Vegemite could be incorporated into
Asian/Chinese recipes at the Chinese New
Year Celebrations through the use of onsite
demonstrations, food tastings, product
giveaways, recipe leaflets, and over 2,000
surveys provided excellent and immediate
feedback.

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