Dick Smith gets in early with his April Fool’s Day Vegemite prank
It may be a few days before April 1, but that hasn’t stopped Dick Smith from getting in with an April Fool Day prank announcing that Kraft were renaming iconic Australian brand Vegemite as “Yankymite”.
This afternoon journalists received a press release which purported to be from Kraft announcing a: “New Name for Australia’s Most Popular Yeast Spread.” The announcement, which included the real contact details for Kraft, plays on the 2009 PR stunt where Vegemite launched a spinoff product called iSnack 2.0 only to face a major consumer backlash.
When Mumbrella spoke with Smith – who promotes his own food products as all-Australian – he “denied” being involved saying: “I’m the bloke who towed an iceberg into Sydney Harbour on April Fools Day but that wouldn’t mean I’d be doing for April Fool’s day pranks just to get the publicity for Ozemite.”
Smith is famous for his April Fools Day pranks often using them to garner significant free media attention.
This latest stunt comes just months after Smith claimed his Australia Day TV ad has been banned from the commercial TV airwaves. The latest release was backed with a fake TV press conference with an executive who purported to be from Kraft confirming the announcement.
“It’s very fortunate for Ozemite that Kraft have decided just ahead of April Fools Day to rename Vegitmite Yankymite,” said Smith.
In spite of his “denials”, Smith made it clear that he did have some knowledge of the stunt telling Mumbrella: “it was probably (filmaker) Simon Nasht who did it and who should be blamed.”
Smith and Nasht worked together on his population documentary last year.
Nic Christensen
The press release issued this afternoon.
lamest. prank. ever. I’d forgive the “you can’t prank before April 1st” rule if it was funny, but it’s not funny. at all.
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This is very typical of Dick Smith. We live in a global economy, I couldn’t care less about who owns it, or where it is manufactured. Haven’t tried Dick Smith’s version, though I imagine that it would be like going from Coca-Cola to supermarket branded Cola.
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Very clever Dick
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Global economy is one thing, but the real problem is multi-nationals buying up great products and turning them into crap. Fortunately, Vegemite is so naturally god-awful tasting that Kraft hasn’t been able to mess it up, yet. Oh wait, forgot about ISnack.
It’s like in the US, Hersheys makes Cadbury and it’s terrible.
Give Smith a little credit for trying.
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Dan: yes it is funny – you’re showing your envy. Carl Croom: just because you don’t like it, doesn’t make it naturally god-awful tasting. Millions of Aussies would no doubt ask you which orifice your taste buds are in. Good on you Dick – my partner fell for it hook, line and sinker. Nil illegitmus carborondum.
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Dick should just give up. He tried to take on Vegemite with OzEmite and it is awful. I bought some and I had severe stomach pains and flatulence and spent the next hour in the lavatory.
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That is the worst ‘prank’ I have ever seen. Not believable for a second and not funny at all.
@Rosco – your partner is a moron.
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