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The Market Achievements History

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The Market Achievements History Limited umbrella, and the company has consistently reinforced the food value and "Australian-ness" ofVegemite. Soon after that, the song which was to secure Vegemite's place in the Australian heart forever was introduced. This was the "Happy Little Vegemites", a delightful, toe-tapping little tune which has since seen service in many advertising campaigns on radio and television. THE PRODUCT The original Vegemite concentrated yeast extract recipe devised by Dr Cyril Callister in 1923 remains vittually tmchanged. Vegemite is tich in protein and ONE OF THE WORLD ' S RICHEST KNOWN SOURCES OF VITAMIN B. minerals. 8 complex vitamins added to Vegemite are fights with the men up north! If you are one of key part of growing up in this country for nearly THE MARKET that it was time to tackle the concentrated yeast health centres across the nation were even essential in the body's use of carbohydrates. Few those who don't need Vegemite medicinally, then eve1y child. It has become a prominent ingredient In the Australian market, Vegemite* is the generic spread market, and in 1923 he hired Cyril P. Callister recommending it as an ideal food supplement for other foods can match Vegemite's contribution to thousands of invalids are asking you to deny in the Australian family diet, and is appropriately tem1 for yeast spreads. It is the one spread that is to develop an Australian yeast spread. both babies and nursing mothers. Australians of the diet. While it is true that Vegemite contains salt, yourself of it for the time being." represented by happy and well-nourished children. introduced to the family almost as a duty, a ritual in In a laborat01y at the Albert Park fact01y Dr all ages continue to love Vegemite today. Its unique the total amount in a typical spread is about the This campaign was a huge success. Immediately *Trademark Kraft Foods Limited (ACN 004 !25 07 1). the pattern that determines what it is that makes an Callister, who incidentally became Australia's flavour could almost be called the taste of Australia. same as the amount of salt in the slice of bread it is after the War, Disney characters were enlisted to make Australian family. Vegemite, it seems, has always leading food technologist in the.-------- - - - - - ----------- ---, spread on. sme Vegemite was attractive to children. Meanwhile, been around and families have always eaten it. Not 1920s and '30s, experimented with Vegemite contains no fat, and contributes almost "Sister MacDonald" with "years of infant welfare THINGS YOU DIDN'T KNOW ABOUT that its enjoyment is restricted to family use: for brewers' yeast from the Carlton & no kilojoules to the diet. That makes it the ideal expetience" insisted that "Vegemite is most essential" VEGEMITE example, Vegemite fought alongside the Anzacs in United brewery. By July 1923 he spread for those who are watching their fat, in Women's Weekly advertisements. The healthy the Second World War. had developed the spread that cholesterol or kilojoule intake. Vegemite Children began to appear in advertising 0 Over 24 millionjars of Vegemite are P01t Melbourne's production facilities have the Walker wanted. The product was before being iJmnortalised in song in 1954. pmchased every year in Ausn·alia. capacity to produce 235 jars ofVegemite a minute, ready but the name wasn't. RECENT DEVELOPMENTS As the baby boomers grew a little older, Vegemite That's nearly 66,000 jars evety day of and more than 24 million jars are sold in Australia Fred Walker turned to the Vegemite has become so identified with Australia followed them. Advettisements began to stress the the year. every year. Australian public and launched a that there has been a tongue-in-cheek proposal of importance of the B complex vitamins to the whole 0 Vegemite was included in every nationwide competition to find a its label as the new national flag! fmnily, regardless of age. This was reinforced by Australian soldier's ration kit during ACHIEVEMENTS name for his new food. The prize During the 1990s Vegemite celebrated its 75'11 the "Three Ages of Man" advertisements, which WW2, and when the war ended, Ask people about yeast spreads and, as likely as pool held a very tempting fifty Bitthday. Many special events marked this happy were soon joined by the very successful "Pass the soldiers brought a love for the taste not, you will receive a blank look. Mention Vegemite pounds. The name selected was mmiversmy, including the Happy Little Vegemites Vegemite, Mum" campaign. back to Ausn·alian shores in a big way. and there is instant recognition. There are bald facts Vegemite. Awards, a competition for school children. Vegemite In the mid-'seventies the Happy Little Vegemites 0 The original manuscript of the "Happy about Vegemite, such as the fact that 60 percent of An English yeast spread was saying "thank you" to Australia, and giving returned, in tlme with the growing nostalgia of the Little Vegemites" song created in 1954 it is consumed at breakfast, and most is eaten on dominated the Australian mm·ket something back to the community. times. by the advertising agency J. Walter toast. But they cannot convey the full flavour of at the time, and shoppers were The company has moved to reinforce family In 1980, the company moved to consolidate Thompson remains safely preserved in this unassuming black paste. reluctant to add Vegemite to their values for Vegemite via television advettising and Vegemite's position with teenagers and young Kraft's office in Po1t Melboume. Vegemite is one of baskets. Sales languished. The through the use of the original "puts a rose in every adults by securing the endorsement of three famous 0 In the 1980s, Vegemite became the "secret the world's richest product was actually renamed only cheek" imagery. These emphasise the role of and appropriately diverse Australians. Racing handshake" ofmany world travelling known sources of B four years after its introduction, and Vegemite can play in the growth and development driver Peter Brock, tennis legend Ken Rosewall and expatriate Aussies. This encow-aged the complex vitamins, relaunched as "Parwill". This was of happy and well-nourished children. award-winning actor Helen Morse all band Men at Work to sing: especially thiamine, an attempted play on words: "If acknowledged their love of the black yeast spread. Buying bread from a man in Brussels tiboflavin, niacin and Mmmite ... then Pmwill" was the PROMOTION Eventt1ally, the original Vegemite kid made yet He was six foot four &foil ofmu scles folic acid. A thin intended pw1, but it didn't sell the The first promotion for Vegemite ran even before another retum - this time in colourised versions of I said, "Do you speak-a my spread of Vegemite product. the product was Vegemite. It was the national their original television advertisements. language?" (the 5g amount on a Walker went back to his first competition to create a name. Another promotion in the 1990s was the He just smiled & gave me a Vegemite single slice of bread) choice of name when he became Two yem·s after the 1935 coupon campaign that Vegemite Breakfast Campaign, targeting the most sandwich will supply between convinced that the problem was saw Vegemite accepted by shoppers, an intriguing popular occasion for serving Vegemite, namely 0 The amount of salt in an average a third and two thirds getting consumers to try the limerick contest once again catapulted it into the breakfast. Radio, transit, outdoor and press media spread ofVegemite is less than that in of a seven year old product. He launched a vigorous two year coupon Just before the outbreak of the Second World national spotlight. Its success was at least partly conveyed the message that Vegemite is a great a glass of milk and about the same as child's daily B redemption scheme and gave away a jar ofVegemite War, Vegemite gained official endorsement from the due to the substm1tial prizes: imported Pontiac cm·s. start to the day. the salt in a slice of bread. complex vitamin requirements. For adults, it supplies with evety purchase of another product in the Fred British Medical Association. It could now be Entries flooded in and sales multiplied. 0 Ausn·alians spread about 1.2 billion between a qumter and a half. Walker Company range. The campaign worked: advettised in the Australian Medical Journal, and An inspired wmtime campaign made a virtue BRAND VALUES serves ofVegemite on toast, bread or It is a special point of pride that Vegemite jars consumers tried the product, and loved it. Baby doctors were increasingly reconm1ending it as a out of the enforced scarcity of Vegemite; Kraft Vegemite is an Australian icon, a piece ofAusn·alia 's biscuits evety year. If this was all have been eminently ,---- - - - - - - ---- ------------------------- - --, nuhitionally balanced Walker's advertisements announced: "Vegemite heritage. The nutritious black spread has become a Vegemite toast, placed end to end, it recyclable or reusable food. During the War, would get you row1d the world 3 times. right from the supplies of Vegemite 0 Possibly the most expensive place to beginnings in 1923 to to civilians were buy 455g Vegemite is the Ausn·alia today. rationed as the Almed Shop in Covent Garden, London. It Forces bought it by sells for 4 pounds 99 pence, (about HISTORY the seven pound AU$12.50), vs. about$5 at home. At the beginning of (3.2kg) container. 0 As well as being found on breakfast the 1920s, the Fred During the post­ tables across Australia, Vegemite can Walker Company had war "baby boom", now be fmmd on the World Wide Web a successful business wartime goodwill at www.vegemite.com.au.
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