AussieMite chases Catholic controversy with ‘sacrilicious’ ad

AussieMite Grown-Ups adFood brand AussieMite has created an ad which seeks to be deliberately controversial showing Catholic worshippers dipping sacramental wafers into the spread.

Sydney’s Grown-Ups created the 30-second ad, which shows several people at a mass receiving communion. The woman who approaches the alter last dips her sacramental wafer in a jar of AussieMite before offering it to the priests.

According to the announcement the ad “is bound to attract publicity due to its contentious nature”.

Mick Hunter, Grown-Ups creative partner: “AussieMite is very much a challenger brand, positioned on taste, quality and proudly Australian owned and made – unlike Kraft Food’s US owned Vegemite. So we needed an idea that would not only convey the quality of the product but also get noticed and generate publicity and debate.”

Elise Ramsey AussieMite managing director said: “We couldn’t afford to play it safe so the brief to the guys was to get AussieMite noticed and show how tasty our product is. They did that with humour that very much suits our brand.”

The brand has no relation to the similarly named Dick Smith Foods product Ozemite, which also competes against Vegemite by taking an “Australian-made” line.

The ad ends with the line “it’s sacrilicious.” The Simpsons used the same line in a 1994 episode.


  • Client: AussieMite.
  • Marketing Director: Elise Ramsey.
  • Agency: Grown-ups.
  • Writers: Mick Hunter & Ian Morton.
  • Art Director: Grant Booker.
  • Production Company: Film Graphics Entertainment.
  • Director: Marc Furmie.
  • Producer / Art Dept: Ciaran Jordan.
  • DOP: Tim Nagle.
  • Editor: Toby Denneen
  • SFX: Erick Wadsworth- Action Animatics
  • Gaffer: Ed Renew.
  • Costume: Ayesha Rose.
  • Runner: Ahmed Goudaa.
  • Music: Arizona.
  • Composer: Peter Kaldor.

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