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

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. 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.

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