The Taste of Home: Inside VEGEMITE’s Mighty Impact on Australian Culture
There are many things that define Australian culture. The Opera House, cricket, and the glorious beaches. Even the sunburnt skin of a British tourist is iconically Australian.
But nothing is more Australian than the salty taste of VEGEMITE smeared over buttered toast as the sun rises. Something about that savoury spread has been providing Aussies with rosy cheeks for the past 100 years.
VEGEMITE travels all over the world, packed away in suitcases and backpacks as a way to soothe the gut-wrenching feeling of missing home. It’s an easy midnight snack, a lunchbox staple, and rite of passage for any tourist to try.
We all have memories of someone special giving us a VEGEMITE sandwich. One that's been cut into fours and placed on a plastic plate, as our legs dangle high above the ground and our minds wonder.
It’s true, VEGEMITE does taste like Australia - and so for many Aussies, VEGEMITE tastes like home.
LBB’s Casey Martin spoke to Thinkerbell’s Adam Ferrier and Bega’s Matt Gray to understand what it is like to work for the brand that has had such a mighty impact on Australian culture.
LBB> Firstly, what is it like to work with the most iconically Australian brand? Is it a badge of honour? Is there pressure or is the brand so well known already that it creates a safety net?
Adam> Yes we began work with Bega soon after they bought VEGEMITE back from Mondeleze in 2017. This allowed us to dial up our Australianness and sing the fact that VEGEMITE is proudly Australian, hence the platform line 'Tastes Like Australia'. Bega is 'The great Australian food company', and we're very proud to be representing VEGEMITE and other iconic brands in their shed. We're proud that over the last five years we've helped improve sales and profitability for the brand.
Matt> We’re so proud to be custodians of such an iconic brand. It truly is a privilege feeding into the journey of a pantry staple that is in many Aussie homes. The best thing about working on a brand as well-known as VEGEMITE is that we’re able to have fun!
'Taste Like Australia' - Thinkerbell, Bega - 2018
LBB> What are your favourite things about working for the brand?
Adam> I like making culturally significant work that makes people take a double take and we have that in spades with VEGEMITE. It's also been a really easy and fun brand to work on.
The entire team is incredibly collaborative, we all have a shared understanding of the platform 'Tastes Like Australia’, and we have tight lines of communications. As a collective agency / client team we're all hungry for shared success for the brand, and love doing it all on a tight budget.
Matt> There are so many great things about working for VEGEMITE. I love seeing everyday Aussies share their favourite VEGEMITE recipes or proudly walk around in their VEGEMITE merchandise. Everyone is proud to love VEGEMITE!
LBB> What is something you've learnt while working with VEGEMITE?
Adam> Perhaps the biggest learning is that the objectives and principles of strong brand growth as set out by The Ehrenberg Bass Institute (maintaining mental and physical availability via the deployment of strong distinctive brand assets) can be wholly achieved via an earned and shared media approach. We haven't bought media for this brand for years, and sales in volume and value continue to grow. The work we've done won a long term Effie, which must be the only one ever awarded around the world without spending money on advertising! We've won loads of creative awards for the work we've done together, but the Effie, and sales results, are obviously what it's all about.
Matt> Don’t mess with VEGEMITE! Custodians of the brand aren’t the only ones who have a say in how VEGEMITE appears on shelf, on their screens and in the cities they live – so do the fans. And they love it how they have always known it, and want it to stay that way.
'Happy Little Vegemite' - Original
LBB> How do you ensure that the brand's message is always true to form and remains as authentic as it was when it was first created?
Adam> When we won the pitch we went and spoke to a food scientist at Melbourne University and asked him how countries form the iconic foods that they are famous for. In short it's got a lot to do with the ingredients and resources available in that country, peoples lifestyle, and the general culture of the place. In short the taste of VEGEMITE is a cultural construction, and yes it's very fitting that it's born out of yeast extract leftover from brewing beer. So we wanted to communicate that Australian's created the taste of VEGEMITE, and VEGEMITE Tastes Like Australia. That's our guiding north star.
Matt> VEGEMITE has been around for 100 years, it has truly stood the test of time. We’re proud to talk to its Aussie owned and made credentials and its role as a product that all can enjoy.
LBB> Lastly, how do you choose to enjoy your VEGEMITE?
Adam> I like it on pizza. We helped launch VEGEMITE Squeezy so it's in a bottle that can be squeezed onto foods, or into pots. When we launched it we used an American pizza bar owner who told Australians that they were eating it wrong, and the best way to eat it was on a pizza. As we did the campaign I thought "Shit I better actually taste it". So for reference if you want to make a sensational pizza you use a bit of tomato paste, lots of pizza cheese, some VEGEMITE, broccolini, and red onion.
Matt> Fresh white bread, soft butter, and a thick spread of VEGEMITE – best part about it is making and enjoying it with my two kids.
