CASE STUDY - VEGEMITE

B RA N D I N G

VEGEMITE
Australia's most loveable brand name
98% of people who eat Vegemite are Australian
Vegemite is uniquely Australian and Australians worldwide
associate eating Vegemite with being Australian
More than 22 million jars of Vegemite are purchased annually (in
other words, over 60 000 per day)
More than a billion jars have been used since the product was
launched in 1923
Seven out of every 10 Australian households contain a jar of
Vegemite.

HISTORY OF VEGEMITE
The VEGEMITE brand has a history spanning more
than 90 years
Its story began in 1922 when the Fred Walker
Company, which would later become Kraft Food
Company, hired Dr. Cyril P Callister to develop a
spread from brewers Yeast.
Dr. Cyril P Callister, Australias leading food
technologist of the 1920s and 30s, developed a
tasty, spreadable paste, labeled as Pure Vegetable
Extract.

HISTORY OF VEGEMITE
1923 A new Australian competition was
launched to name the new product.
The advertising campaign emphasized the value
of Vegemite to childrens health.
The only competitor was Marmite (Great Britain)
1927 Vegemite was relaunched as Parwill but
it was unsuccessful

HISTORY OF VEGEMITE

HISTORY OF VEGEMITE
1935 The name was changed back to Vegemite
A successful marketing campaign where
customers were given a coupon of free jar of
Vegemite for any Fred Walker products
purchased.
A new slogan was introduced A taste of Australia

HISTORY OF VEGEMITE

HISTORY OF VEGEMITE
1939 1945 (WW2) Vegemite gained the
official endorsement of the British Medical
Association as a health supplement.
Included in the rations of Australian armed forces
on active duty
Also rationed to the general public during war
Rationing promoted the idea that Vegemite
equated to patriotism.

HISTORY OF VEGEMITE

HISTORY OF VEGEMITE
1950 Kraft Foods purchased the Vegemite
brand
Sales increased after post war baby boomer
The Happy Little Vegemites jingle and
advertising campaign was introduced
As part of an advertising campaign, health centre
nurse Sister McDonald recommended Vegemite
for Australian children in magazines.

HISTORY OF VEGEMITE

HAPPY LITTLE VEGEMITE - JINGLE

Were happy little Vegemites
As bright as bright can be.
We all enjoy our Vegemite
For breakfast, lunch and tea.
Our Mummies say were growing stronger
Every single week
Because we love our Vegemite.
We all adore our Vegemite.
IT PUTS A ROSE IN EVERY CHEEK!
Were growing stronger every week!

HISTORY OF VEGEMITE
1960s and 1970s: Three Ages of Man and Pass the
Vegemite, Mum were notable advertising campaigns.
1980s: Kraft Foods uses celebrity endorsement in
Vegemite advertising campaigns, including Peter
Brock (racing car driver), Ken Rosewell (champion
tennis player) and Helen Morse (actor).
The Happy Little Vegemites jingle was reintroduced
to take advantage of the trend towards the use of
nostalgia in advertising.

HISTORY OF VEGEMITE

HISTORY OF VEGEMITE
1990s: The breakfast campaign Great Start to the Day was
introduced
2003: Vegemite celebrated its 80th birthday. The Spread the
Smile advertising campaign made use of nostalgia aimed at
the baby-boomer generation.
20072008: Marketing continued with an emphasis on the
importance of Vitamin B in the diet and Vegemites status as
an Aussie Icon
2009: Kraft launched a new version of Vegemite, regular
Vegemite combined with cream cheese. The product was
initially labeled Name Me, as part of a national competition
to find a name for the product.

HISTORY OF VEGEMITE