72 the MARKET Vegemite Is a Truly Iconic New Zealand Brand and Its
Total Page：16
File Type：pdf, Size：1020Kb
THE MARKET “Parwill”. This was an attempted play on words: Vegemite is a truly iconic New Zealand brand “If Marmite… then Parwill” was the intended and its unique heritage is unmatched by any pun, but it didn’t sell the product. other spread or perhaps even any other brand. Walker went back to his fi rst choice of name Vegemite has always been around, it’s a part when he became convinced that the problem was of growing up happy and healthy – part of our getting consumers to try the product. He launched DNA, and consumers naturally associate it with a vigorous two year coupon redemption scheme their childhood. and gave away a jar of Vegemite with every Families have always eaten Vegemite. purchase of another product in the Fred Walker Parents want their children to like Vegemite so Company range. it can be passed on to future generations, making The campaign worked: consumers tried the Vegemite much more signifi cant than just their product, and loved it. Baby health centres across own childhood memories. Loving Vegemite the nation were even recommending it as an ideal makes you part of the bigger Australasian family food supplement for both babies and nursing – a link across generations. mothers. People of all ages continue to love Not that its enjoyment is restricted to family Vegemite today. Its unique fl avour could almost use only; in the Second World War Vegemite was be called the taste of Australia. carried by the ANZAC Diggers. Just before the outbreak of the Second World Vegemite is produced in Australia at Kraft War, Vegemite gained offi cial endorsement from Foods’ Port Melbourne manufacturing facility. the British Medical Association. It was then This has the capacity to produce 235 jars of advertised in the Australian Medical Journal, Vegemite a minute. More than 22 million jars are and doctors were increasingly recommending sold in Australia and New Zealand every year. it as a nutritionally balanced food. During the War, supplies of Vegemite to civilians ACHIEVEMENTS were rationed as the Armed Forces Mention Vegemite and you are likely to fi nd Vegemite is one of the world’s bought it by the seven pound instant recognition. There are bald facts about richest known sources of B complex (3.2kg) container. Vegemite, such as the fact that 70 percent of it is vitamins, especially thiamine, During the post-war ‘baby consumed at breakfast, and most is eaten on toast. ribofl avin, niacin and folic acid. boom’, wartime goodwill translated But facts alone cannot convey the full fl avour of into a boom in Vegemite sales. In this unassuming black paste. HISTORY 1950, Vegemite came under the At the beginning of the 1920s, Kraft Foods Limited umbrella, the Fred Walker Company had a and the company has consistently successful business making, selling reinforced the food value and and exporting food products. Its ‘culture’ of Vegemite. owner Fred Walker decided that it Soon after that, the song which was time to tackle the concentrated was to secure Vegemite’s place in yeast spread market, and in 1923 he the Australian heart forever was hired Dr Cyril P. Callister to develop an introduced. This was the ‘Happy Little Australian yeast spread. Vegemites’ song. In a laboratory at the Albert Park factory Dr Callister, who became Australia’s leading food THE PRODUCT technologist in the 1920s and ’30s, experimented The original Vegemite concentrated yeast extract with brewers’ yeast from the Carlton & United recipe devised by Dr Cyril Callister in 1923 brewery. By July 1923 he had developed the remains virtually unchanged. Vegemite is rich in spread that Walker wanted. The product was protein and minerals and a rich source of Vitamin ready but the name wasn’t. B. B complex vitamins in Vegemite are essential Fred Walker turned to the public and launched to the body’s use of carbohydrates. a nationwide competition to fi nd a name for his new food. The prize pool held a very tempting fi fty RECENT DEVELOPMENTS pounds, and the name selected was Vegemite. Vegemite has become so identifi ed with Australia An English yeast spread dominated the market that there has been a tongue-in-cheek proposal of at the time, and shoppers were reluctant to add its label as the new national fl ag. Vegemite to their baskets. Sales languished. Vegemite has seen innovation with the launch The product was actually renamed only four of a Vegemite ‘Snackabouts’ variant in 1999 years after its introduction, and relaunched as which offers Vegemite with biscuits in a portable 72 VVegemiteegemite DPS.inddDPS.indd 7722 99/1/08/1/08 110:57:010:57:01 AMAM “Vegemite is most essential” in launched, with adults going back to their Women’s Weekly advertisements. childhood remembering how much they love The healthy Vegemite Children their Vegemite. began to appear in advertising In 2007, Vegemite brought back the before being immortalised in song marching band from the 1950s iconic TVC into in 1954. a contemporary setting to remind mums of the As the baby boomers importance of vitamin B. 2007 also saw grew a little older, the original Vegemite Marching kids Vegemite followed reunite for the fi rst time after more them. Advertisements than 30 years, after a national search began to stress the located them. importance of the B More recently Vegemite has complex vitamins partnered up with a grass roots to the whole family, initiative to form the Vegemite regardless of age. Reader Program. This program falls This was reinforced under The Little Big Book Club. by the “Three Ages of Essentially, it is an early childhood Man” advertisements, reading program that focuses on which were soon joined by the very promoting the benefi ts (and fun) of parents and successful “Pass the Vegemite, caregivers reading to their children (focusing on Mum” campaign. children aged 0-5yrs old). In the mid-seventies the Happy The program will help future generations Little Vegemites returned, in tune become as bright as bright can be. with the growing nostalgia of the And in 2008 the iconic brand turns 85 years times. old. In 1980, the company moved to consolidate Vegemite’s position BRAND VALUES with teenagers and young adults by Vegemite is an Australasian icon, a piece of New securing the endorsement of three Zealand’s heritage. The nutritious, unique tasting famous and appropriately diverse black spread has become a key part of growing format. In 2003 Vegemite broke the mould with celebrities. Racing driver Peter up in this country for nearly every child. It has the permanent ranging of the ‘Vegemite Tube’ Brock, tennis legend Ken Rosewall and award- become a prominent part of the Aour psyche and travel pack. 2007 sees the launch of a new winning actor Helen diet. range and sizes with wraparound labels. Morse all acknowledged their love of the black VEGEMITE is a Trademark of Kraft Foods PROMOTION yeast spread. Eventually, *AC Nielsen Scandata MAT June 2007 The fi rst consumer promotion for Vegemite the original Vegemite kids ran even before the product was called made yet another return THINGS YOU DIDNʼT KNOW Vegemite. It was the national competition to – this time in colourised ABOUT VEGEMITE create a name. versions of their original Two years after the 1935 coupon campaign television advertisements. m Over 22 million jars of Vegemite are that saw Vegemite accepted by shoppers, In the 1990s came purchased every year.. That’s nearly 60,000 an intriguing limerick contest once again the Vegemite Breakfast jars every day of the year. catapulted it into the national spotlight. Its Campaign, targeting the m Vegemite was included in every Australian success was at least partly due to the substantial most popular occasion for soldier’s ration kit during WW2, and when prizes: imported Pontiac cars. Entries fl ooded in serving Vegemite, namely the war ended, soldiers brought their love and sales multiplied. breakfast. Radio, transit, for the taste back to Australian shores in a An inspired wartime campaign made a virtue outdoor and press media big way. out of the enforced scarcity of Vegemite; Kraft conveyed the message that Walker’s advertisements announced: “Vegemite Vegemite is a great start to m During WW2, civilians were reminded fi ghts with the men up north! If you are one of the day. that invalids in the armed forces needed those who don’t need Vegemite medicinally, then In 2003 Vegemite Vegemite more than they did. Civilians thousands of invalids are asking you to deny celebrated its 80th birthday. were asked to abstain from Vegemite unless yourself of it for the time being.” As part of this the “Spread they needed it for medicinal purposes This campaign was a huge success. the Smile” campaign was m The original manuscript of the “Happy Meanwhile, “Sister MacDonald” with “years Little Vegemites” song created in 1954 by of infant welfare experience” insisted that the advertising agency J. Walter Thompson remains safely preserved in Kraft’s offi ce in Port Melbourne. m Aussies and Kiwis spread about 1.2 billion serves of Vegemite on toast, bread or biscuits every year. If this was all placed end to end, it would go around the world three times. m As well as being found on breakfast tables, Vegemite can now be found on the Internet at www.vegemite.com.au. m Seven out of ten pantries hold a jar of Australasia’s favourite spread. 73 SSuperbrandsuperbrands Book.indbBook.indb 7373 119/12/079/12/07 55:35:59:35:59 PPMM.