Vegemite hijacks Qantas to spread its message

Daisy Doctor
By Daisy Doctor | 23 May 2017

Vegemite has capitalised on Qantas' latest promotion by asking people to name one of the airline's new Dreamliners fleet after the spread itself.

This month, Qantas asked the public to name eight new Dreamliners, following in the footsteps of UK research vessel Boaty McBoatface and McDonalds New Zealand's Bernie Socialist Feast burger.

Now, Vegemite has asked the public to support a Vegeplane, encouraging its Twitter followers to “Help spread the spirit”

Unfortunately, Twitter users were quick to point out that such a name would not be tolerated in Qantas' fine print, citing names have to be “free from any claims, trademark claims, by other parties”.

Adaptations of the spread were also suggested:

Of the 8000 entries already in, other names put forward include Uluru, Kakadu, Great Barrier Reef, Bondi Beach, Lamington and Don Bradman.

Previously, Qantas has named its fleet after Australian towns, Irish and Greek mythology and Australian aviation pioneers. Members can make eight suggestions on the Qantas website until 26 May.

Earlier this year, Vegemite was bought back from American multinational Mondelēz International, by grassroots brand Bega Cheese.

The $460 million dollar deal also included other Kraft labels such as salad dressing and mayonnaise brand Zoosh and beef cooking stock Bonox. Bega also received the licence for Dairylea and KraftEasy Mac & Cheese.

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