PEOPLE THROW THE TERM ‘ICON’ AROUND PRETTY LOOSELY THESE DAYS, BUT VEGEMITE WELL AND TRULY DESERVES THE TITLE.
It’s made using leftovers from beer (not a bad way to win over the Aussie punter) and kept our Diggers fighting fit during World War II. Even the name itself came from a national competition. And it’s not often that an advertising jingle becomes a default national anthem. Why else would Aussie innovators try new and wonderful ways to use their favourite brand in inventive partnerships? Vegemite has even put the ‘Australian’ back into the Australian Open by partnering with the tournament to ensure tennis fans get their daily serve of the good stuff.
Like the platypus and our unique national sport, some of the things we love most about Australia just don’t quite make sense, and Vegemite is the most unique of all. Vegemite adorns the pantries, kitchen benches and dining room tables of most Australian households, and has done so for longer than any of us can remember. What makes Vegemite stand out is that it doesn’t stand out at all – it’s completely woven into the fabric of who we are. It isn’t just owned and made in Australia, it tastes like Australia.
For more information, visit www.vegemite.com.au.
"It has been the same my entire life and has always been a staple in every Australian household."FEMALE, 35-39, WA
"I grew up on it, so did my children and now my grandchildren. A true icon."FEMALE, 65-69, QLD
"Iconic is the word. Through the generations."FEMALE, 35-39, VIC