Vegemite '' Today

across the nation were even recommending it as an deny yourself of it for the time being." ideal food supplement for both babies and nursing This campaign was a huge success. mothers. Australians of all ages continue to love Meanwhile, "Sister MacDonald" with "years Vegemite '' today. Its unique flavour could almost of infant welfare experience" insisted that be called the taste of Australia. " Yegemite* is most essential" in Women' s Just before the outbreak of the Second World Weekly advertisements. The healthy War, Yegemite''' gained official Yegemite"' Children began to endorsement from the British appear in advettising before Medical Association. It was then being immortalised in song being advertised in the Australian in 1954. Medical Journal, and doctors were As the baby boomers increasingly recommending it as a grew a little older, Vegemite·:· nutritionally balanced food. During followed them. Adver the War, supplies of Yegemite•:• to tisements began to stress civilians were rationed as the Armed the importance of the B Forces bought it by the seven pound complex vitamins to the Vegemite"', it seems, has always been around and tempting fifty pounds. The name selected was (3.2kg) container. whole family, regardless of families have always eaten it. Not that its enjoyment Vegemite'''. During the post-war "baby age. This was reinforced by is restricted to family use: for example, Yegemite''' An English yeast spread dominated the boom", wartime goodwill translated the "Three Ages of Man " was alongside the diggers in the Second World Australian market at the time, and shoppers were into a boom in Vegemite''' sales. In advettisements, which were War. reluctant to add Vegemite''' to their baskets. Sales 1950, Vegemite ' came under the Kraft soon joined by the very Yegemite •:• is produced at Kraft Foods' Port languished. The product was actually renamed only Foods Limited umbrella, and the company has successful "Pass A PART OF GROWING UP ONE OF THE WORLDS RICHEST KNOWN SOURCES OF VlTM.IIN B Melbourne manufacturing facility which produces four years after its introduction, and relaunched as consistently reinforced the food value and t h e the 22 million '"' jars sold in Australia every year. "Parwill". This was an attempted play on words: "If "Australian-ness" of Vegemite'''· Marmite ... then Parwill " was the intended pun, but Soon after that, the song which was to secure that Yegemite·:· is a great sta.It to the day. ACHIEVEMENTS it didn't sell the product. Vegem ite' S''' place in the Australian heart forever In 2003 Yegemite •:• celebrated its 80'11 bitthday. Mention Yegemite''' to any Australian and you are Walker went back to his first choice of name was introduced. This was the "Happy Little As pa.It of this the "Spread the Smile" campaign likely to see instant recognition. There are when he became convinced that the problem was Vegemites'''" song. was launched utilising adults going back to their interesting facts about Vegemite"', such as the fact getting consumers to try the product. He launched childhood remembering how much they love their that 70 percent of it is consumed at breakfast, and a vigorous two year coupon redemption scheme THE PRODUCT Vegemite'''. most is eaten on toast. But they cannot convey the and gave away a jar of Yegemite· with every The original Vegemite''' concentrated yeast full flavour of this unassuming black paste. purchase of another product in the Fred Walker extract recipe devised by Dr Cyril Callister in BRAND VALUES Vegemite' is one of the world's richest known Company range. The campaign worked: consumers 1923 remains virtually unchanged. Yegemite•:• is Vegemite* is ail Australian icon, a piece of sources of B complex vitamins, especially thiamine, tried the product, and loved it. Baby health centres rich in protein and minerals and a rich source of Australia' s heritage. The nutritious black spread Vitamin B. B complex vitamins in Yegemite •:• are 455g NET riboflavin, niacin and folic has become a key pa.It of growing up in this country acid. essential in the body's use of carbohydrates. for nea~·Jy every child. It has become a prominent ONE 0 f VITAMIN 8 fTHE WORLD'S RICHEST KNOWN SOURCES O pa.It of the Australian family diet. HISTORY RECENT DEVELOPMENTS *Trademark and Copyright Kra ft Foods At the beginning of the Yegemite '' has become so identified with *'~ ACN i e l sc n ScanDaw MAT 9/1 1/03 1920s, the Fred Walker Australia that there has been a tongue-in-cheek Company had a proposal of its label as the new national flag. THINGS YOU DIDN'T KNOW ABOUT THE MARKET successful business More recently Vegemite* has seen innovation l dddj l J dl VEGEMITE In the Australian market, Vegemite''' is an icon brand. making, selling and we with the launch of a Vegemite* 'Snackabouts' It is the one spread that is introduced to the family expmting food products. dl variant in 1999 which couples Yegemite''' with 0 Over 22 million''"'' jars ofVegemite a~ ·e almost as a duty, a ritual in the pattern that Its owner Fred Walker C;o G; bi scuits in a p01table format. In 2003 Vegemite determines what makes an Australian family. decided that it was time broke the mould with the permanent ranging of the purchased every yea~· in Australia. J I I F J to tackle the concentrated 'Yegemite* Tube' travel pack and the munchable Vegemite"', Mum" campaign. That's nea~·ly 66,000 ja~·s every day of yeast spread market, and 'Vegemite '' In A Biskit'. In the mid-seventies the Happy the yea~·. d IJJJJ I Little Vegemites·:· returned, in tune 0 Yegemite·:· was included in every in 1923 he hired Dr Cyril all enjoy our Veg-e-mite for breakfast lunch nd tea, our mummies say we 're P. Callister to develop an PROMOTION with the growing nostalgia of the Australian soldier's ration kit during Australian yeast spread. The first consumer promotion for times. WW2, and when the wa~ · ended, In a laboratory at the Vegemite''' ran even before the > In 1980, the company moved to soldiers brought a love for the taste l ' I I <J lJ I j' <J I w Albert Park factory Dr t,,r ' r ' 7 ~ I ·~ d' J product was called Vegemite ''. It was z consolidate Vegemite' s·· position back to Australian shores in a big Callister, who incidentally I$ 3 j J I d 3 d j I J J, J j I r I J ,J J I the national competition to create a . with teenagers and young adults by way. became Australia's 1 1 1 1 1 name. securing the endorsement of three 0 The original ma.Imscript of the Happy growing stronger ev' - ry single wee , b -cause we love our Veg - e · mite, e all leading food technologist Two years after the 1935 coupon ;;~ famous and appropriately diverse Little VegemiteS'' song was created in campaign that saw Vegemite'' 0 Australians. Racing driver Peter 1954. in the 1920s and ' 30s, Fs 0 Australians spread about 118 million experimented and worked I 1 accepted by shoppers, an intriguing Brock, tennis legend Ken Rosewall on the Vegemite formula. • limerick contest once again catapulted and award-winning actor Helen serves of Yegemite''' on toast, bread By July 1923 he had it into the national spotlight. Its success Morse all acknowledged their love of or biscuits every year. If this was all developed the spread was at least pa.Itly due to the substantial the black yeast spread. Eventually, the Vegemite''' toast, placed end to end, it that Walker wanted. The prizes: imported Pontiac cars. Entries original Vegemite :· kid made yet another would go around the world three product was ready but the flooded in and sales multiplied. return - this time in colourised versions times. ~ Vegemite fights with the name wasn ' t. An inspired wa.Itime campaign made of their original television 0 As well as being found on breakfast ~ men up North! If you are Fred Walker turned to a virtue out of the enforced scarcity of advertisements. tables across Australia, Vegemite''' can one of those who don't need now be found on the Internet at Vegemite medicinally, then thousands of invalids the Australian public and Yegemite··; Kraft Walker' s <rlvertisements In the 1990s came the Vegemite''' are asking you to deny yourself of it for the time launched a nationwide announced: "Vegemite fights with the Breakfast Campaign, targeting the most www. vegemite.com.au. we're growing strong - J ev' week being. Extract ftvm a World War 2 advertisement. competition to find a ·CDr- men up n01th! If you are one of those who popular occasion for serving Vegemite·:o, 0 Seven out of ten Australian pantties VEGEMITE iiM~tb~/ name for his new food. I don't need Vegemite''' medicinally, then namely breakfast. Radio, transit, outdoor house a jm of Australia's favourite The prize pool held a very thousands of invalids are asking you to and press media conveyed the message spread. I J 126 127 across the nation were even recommending it as an deny yourself of it for the time being." ideal food supplement for both babies and nursing This campaign was a huge success. mothers. Australians of all ages continue to love Meanwhile, "Sister MacDonald" with "years Vegemite '' today. Its unique flavour could almost of infant welfare experience" insisted that be called the taste of Australia. " Yegemite* is most essential" in Women' s Just before the outbreak of the Second World Weekly advertisements. The healthy War, Yegemite''' gained official Yegemite"' Children began to endorsement from the British appear in advettising before Medical Association. It was then being immortalised in song being advertised in the Australian in 1954.

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