Mumbrella’s Summer Shorts Series – Episode Six

The media, marketing and advertising worlds are on snooze for the summer holidays, but Mumbrella has whipped out the shorts and is surfing through the break.

Well that was a Christmas lunch and a half. If you’ve successfully navigated those Boxing Day crowds, why not check in on Mumbrella for your industry news fix? You won’t find this in any newsletter – so keep popping back to the website regularly for updates.

We’d like to keep this interactive, so please, if you’d like to be part of Mumbrella’s industry insider holiday summer camp, send your thoughts, sightings, and ideas to

What month is it again?

Well, that didn’t take long. Someone pointed out to Mumbrella the other day how quickly hot cross buns had made an appearance on shelves at Coles.

Turns out it’s all part of an early salvo in the grocery wars as the supermarkets vie for your hot cross bun dollars.

Coles’ hot cross buns are getting a “mitey” (groan) makeover this year – a brand-new flavour combo in partnership with Bega Cheese Limited – the Vegemite Hot Cross Bun.

Baker’s Delight has been doing the cheesymite scroll for years, but now your hot cross buns have been infiltrated.

Bega Cheese Limited executive general manager Adam McNamara said: “Vegemite is one of those things that makes Australia wonderful. We couldn’t think of a better way to bring together two of Australia’s favourites – Vegemite and hot cross buns. We think that Vegemite fans will be delighted with this new combination.”

Coles general manager of bakery, deli and seafood, Andy Mossop, said: “We know how much our customers love hot cross buns at Easter, and we know how much they love Vegemite, so we decided to merge these two icons to create a delicious, savoury spin on hot cross buns that champions iconic Aussie flavours,” he said.

“It’s important to us at Coles to have some fun with flavours, and we always want to give customers something they’ve never had before, but ultimately it has to taste great.

“Our teams have put a lot of time and work into fine-tuning the recipe to ensure we have the perfect flavour profile so the signature Vegemite savouriness shines through in a way we know our customers are going to love.”

The limited edition buns are available in more than 700 Coles supermarkets nationwide from today.

Short shorts

  • Shoppers across Australia were expected to spend $21 billion during Boxing Day sales despite the surge in COVID cases.
  • Spare a thought for those in Western Australia. Extreme heat has been gripping much of WA with this year’s Christmas Day becoming the hottest on record for the state’s capital, Perth.
  • The University of Tasmania is creating the self-powered data storage device based on a concept from communications marketing agency Clemenger BBDO. Great read here.
  • ASIC fined four Mayfair companies a combined $30 million for “deliberately” misleading investors into buying highly speculative and risky investment products.
  • Despite being an almost unknown site without a physical address, the Australian Communications and Media Authority agreed to add “News Cop” – a site without an address – to its database of companies that can be licensed by Facebook and Google (source: Reuters).
  • Canadian software firm Dye & Durham Ltd reached a deal to to buy Australian data services firm Link Administration Holdings Ltd. for about C$3.2 billion ($2.5 billion).
  • The Seven Network has finished the year strongly, retaining the #1 free-to-air network spot with a 41.6% commercial audience share in week 52 of 2021.
  • The ACCC recorded 26,412 travel-related complaints in 2020, a 450 per cent increase compared to 2019. This year’s number (9,149) remains about 50 per cent higher than pre-COVID levels.

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