‘VEGEMITE LOVE’ NOW A GLOBAL PHENOMENON IBM research reveals Vegemite is the world’s most loved brand on the internet
According to the internet, Russell Crowe loves his with tomato, Miranda Kerr enjoys hers with avocado, while Dannii Minogue says it’s the perfect hangover cure.
And it seems that it’s not just Aussie and New Zealand celebrities that are falling in love with Vegemite; the whole world is - with new IBM research revealing the black spread made down under is the world’s most loved brand on the internet.
Move over global mega brands Coca-Cola, Nike and Starbucks, when it comes to worldwide online users searching brand names and commenting on brand appeal, Vegemite tops the lot.
The research analysed 1.5 billion posts across 38 languages within social networking sites, blogs, message boards, and online news. The results discovered 479,206 mentions for Vegemite, with brand affinity found more often than any other product globally. The research also revealed some other remarkable findings, uncovering the plethora of individual ways people eat their Vegemite.
It appears developing your own Vegemite technique is a national, and now an international pastime – everyone has their own way of eating it. Without realising, you could be an Edger, Dunker or perhaps even a Wormer.
On the back of the IBM research, Kraft has undertaken some preliminary research into the way people enjoy Vegemite. At this early stage, according to more than 1,000 Kraft employees, it appears that there are three core ways people eat Vegemite, Streaker (38%), Slapper (13%), & Nudist (10%). There are another nine or so styles which are prominent (see appendix), however, we know that there are thousands more ways that people enjoy it and we want to know how Vegemite makes the nation tick.
Can the way you eat your Vegemite actually reflect your personality type?
Are you a ‘Slapper’? Perhaps this is someone who is loose with the way they apply their Vegemite, and slaps it on like a brickie with a trowel. If so, this could indicate you are particularly disorganised, or in a hurry to eat breakfast and relish in the fact every mouthful is a surprise. Or are you at the other end of the scale, known as a ‘Streaker’, and prefer just a couple of light streaks of Vegemite? If this is you, perhaps you don’t realise you can never have too much of a good thing.
IBM has started the research, but now it’s time for Vegemite eaters to decide – How Do You Like Your Vegemite? Let the nation know at www.howdoyoulikeyourvegemite.com.au. The results of which will provide Australia with the Vegemite Census 2008 – the ultimate way to consume your Vegemite. - ends - Interviews with Vegemite spokespersons are available. For further information, please contact:
Rachel Robertson Greta Cooper Strategic Director Media and Communications Adviser Royce Consumer Kraft Foods
HOW DO YOU LIKE YOUR VEGEMITE? PERSONALITY REFLETIONS The Edger Always very particular about their Vegemite, they like it spread right to the crust. Probably has a very neat kitchen too. Somewhat of a perfectionist.
The Streaker Doesn’t like having much on. Vegemite, that is. Gives the toast just a couple of light streaks of Vegemite. Too frugal, they don’t realize you can never have too much of a good thing.
The Vegecadoer Health fanatic, this person thinks the saying ‘eat your greens’ means with every meal. So, their morning slice of Vegemite toast gets adorned with creamy slivers of fresh avocado. Probably jogs a half marathon in the morning too. These people tend to inspire jealousy.
The Dunker Cuts Vegemite toast into soldiers which are then lowered slowly into a hot and gooey pool of boiled googie- egg. Once they’re nicely coated in yellowy goodness, the soldiers are sent to meet their maker. This person may have a wicked sense of humour.
The Wormer Can’t grow up. Still likes watching the squiggly Vegemite worms appear through the holes in the Premium biscuits. Playful characters, these people squeeze the most out of life.
The Slapper Loose with the way they apply their Vegemite, it’s slapped on like a brickie with a trowel. Could indicate this person is particularly disorganised, probably shows they’re just in a hurry to eat breakfast. They relish the fact that every mouthful is a surprise.
The Tiger Toaster Not quite on the endangered list, but still not a lot of them about. They love strips of bubbling, grilled cheese layered over their Vegemite. Very organised and patient, they are prepared to lay in wait for their meal. Like a tiger.
The Nudist The purist of all Vegemite eaters. No butter. No marg. Just a piece of toast and the world’s mightiest spread. What more do you need? They are Zen-like and remain calm under pressure.
The Crumpeter Saying ‘no’ to convention, they prefer crumpets over toast. Likes to watch black holes forming as the Vegemite melts away into the crumpet’s craters. Definitely likes to think outside the square.
The Philly®Mite Worldly types, these people marry the creamy richness of Philadelphia Cream Cheese with good ol’ Aussie Vegemite to create an extravagant taste combination. Like to indulge themselves.
The Redback Can’t decide whether they want a salad or breakfast, Redback eaters do both with a couple of sweet, juicy tomato slices on their Vegemite toast. Not wanting to miss out on anything, they go for both sweet and savoury.
The Scrambler This person greets the new day with a big, golden pillow of deliciously fluffy scrambled egg placed ever so lovingly next to two triangles of Vegemite toast for a melt in the mouth taste sensation. Scrambled by name, not by nature.