Ash Barty discovers the taste of being world number one in Vegemite campaign

Australian tennis player, and world number one, Ash Barty, is continuing her work as a Vegemite ambassador in a new campaign which has launched for the Australian Open.

The campaign continues the ‘Tastes like Australia’ brand platform, with Barty answering what ‘being a number one tennis player tastes like?’

Back in October Vegemite released limited-edition ‘Bartymite’ branded jars. This year, Vegemite has produced T-shirts in its iconic yellow colour with its logo replaced with the word Barty.

Barty said she felt lucky to be working with the brand.

“As an Aussie girl who has grown up eating Vegemite, I feel very lucky to work with Australia’s most iconic brand,” Barty said.

“A big thank you to the Vegemite family who have been a huge support to me over the last few years, there is nothing better than hearing the Barty Army in the crowd when I’m playing.”

Barty will wear a Vegemite patch on her uniform for throughout the summer tennis season.

Matt Gray, Vegemite senior marketing manager, said: “Ash is an extraordinary ambassador, and we are proud to support her as she embarks on her 2020 season.”

The advertisement will appear across Vegemite’s Facebook and Instagram pages.

The ‘Tastes Like Australia’ platform was developed by Thinkerbell in 2018, following the agency’s historic win of the Vegemite creative and media account which had been held by JWT for 74 years.

Last year, Vegemite engaged in some back and forth with British rival, Marmite, during the Ashes test in the UK. It saw both brands taking out full page ads The Mirror, with references to the Australian cricket team’s large lead in the test, and the team’s ball-tampering scandal.