Happy Birthday Vegemite: A history of ads

By AdNews | 25 October 2013
Australia Day

Vegemite is turning 90 today and celebrating with its #Vegemite90 social media campaign. We take a look at the last 90 years of its advertising. The brand has worked with JWT for the last 85 years – an almost unheard of agency tenure.

1920s were all about vitamins and using Vegemite in cooking.

 Vegemite in the 20s

1930s Vegemite was endorsed by the British Medical Association which meant the brand could be recommended by doctors.

 Vegemite in the 30s.

1940s War time shortages and rationing mean Vegemite lovers are asked to cut back so there's enough to go around.

Vegemite in the 40s

1950s Happy Little Vegemites jingle launched in TV and radio ads.

 Vegemite in the 50s

1960s Vegemite Vitality line still being used after 30 years but ads highlight Vegemite's benefits for kids, teens and adults.

 Vegemite in the 60s.

1970s “Pass the Vegemite please mum' introduced as the brand focusses on kids.

 Vegemite in the 70s

1980s Aussie celebs Peter Brock, Helen Morse and Ken Rosewall roped in as part of the 'once a Vegemite kid, always a Vegemite kid' spots.

 Vegemite in the 80s

1990s Happy Little Vegemites is updated and Vegemite converts a bus into a giant toaster to give out samples around Australia.

 Vegemite in the 90s

2000's 'Spread the smile' and How you you like your Vegemite lines used and a partnership with Qantas sees Vegemite on-board overseas flights.

 Vegemite in the 00sVegemite in the 00s

2010s happy Vegemite Day – limited edition packaging and a partnership with the Australian Olympic team for the 2012 London Games.

 Australia Day

2013 Start with Vegemite campaign looks to increase usage and set the tone for the future of Vegemite.

Start with vegemite

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