Nova Entertainment has enlisted The Wiggles for a special edition of Nova’s Red Room, teaming up with Vegemite to launch a new version of the iconic Happy Little Vegemites jingle.
The Studio Session brings together three of Australia’s most recognisable brands in a piece of family-focused branded content, extending Nova’s Red Room format beyond its usual music demographic and reinforcing the platform’s appeal across audio, video and digital channels.
Filmed at The Lady Hampshire in Sydney, the Nova’s Red Room Studio Session sees The Wiggles perform a stripped-back version of the Happy Little Vegemites jingle, retaining the original verse while introducing a new Wiggly addition.
From Tuesday, 20 January, families across Australia will be able to stream the performance via Nova’s digital platforms, bringing the Red Room experience into homes at moments that suit family routines.
Lucia Field, Blue Wiggle, said the collaboration struck a balance between nostalgia and reinvention.
“Being part of the Nova’s Red Room Studio Session with Vegemite is such a fun experience,” Field said. “Vegemite has been part of Aussie family life for more than a century, and it’s something we all grew up with, so bringing a fresh Wiggly spin to the beloved jingle felt both exciting and meaningful.
“Keeping the original verse untouched was really important to us – it carries so much nostalgia – but adding a new Wiggly verse allowed us to celebrate the energy and joy that Vegemite gives families every day.
“Recording this stripped-back version in Nova’s Red Room was a beautiful way to honour that legacy, and we hope Aussie families feel the same warmth, fun and familiarity when they hear it.”
Nova stretches Red Room beyond youth music
For Nova Entertainment, the collaboration highlights the flexibility of Nova’s Red Room as a branded content platform, enabling it to connect audiences and advertisers across different life stages.
NOVA Entertainment group head of partnerships Stephanie Loupelis said the Studio Session reflects how the Red Room brand can meet audiences on their own terms.
“One of the most powerful aspects of the Nova’s Red Room brand is the breadth and range of opportunities we can create, bringing audiences and brands together in moments that feel genuine and memorable,” Loupelis said.
“This Studio Session is a unique way to meet audiences where they are and offer them something they can enjoy on their own terms – be it at the breakfast table, in the car or bathtime with the kids.”
The new Happy Little Vegemites jingle first aired on Australian radio on Friday, 24 October, on Nova 96.9’s Fitzy & Wippa with Kate Ritchie, generating early momentum ahead of the Red Room release.
A three-brand collaboration play
Vegemite said the partnership reflects the brand’s focus on staying culturally relevant with Australian families.
Vegemite head of marketing Mary Stafford said: “We’re so excited to have The Wiggles put their own spin on the Happy Little Vegemites jingle. It’s a fun nod to a classic Aussie favourite, and we love that families can enjoy this iconic tune in a whole new way.”
Media agency Starcom also pointed to the alignment between the brands and the Red Room format.
“The partnership between Vegemite and The Wiggles sees two powerhouse brands come together to showcase the health benefits of the iconic spread to the next generation of Aussie households,” said Starcom account director Alyssa Beckley.
“The Wiggles recreating the Happy Little Vegemites song was a key highlight of the campaign, and having the beloved children’s band perform the jingle live across Nova’s Red Room was a natural fit to spread the hype of this exciting collaboration.”
The Studio Session will be available to watch across Nova’s digital channels, including YouTube, Instagram and TikTok, from Tuesday, 20 January, reinforcing Nova’s push to scale its live music IP across platforms and audiences.