Dick Smith gets in early with his April Fool’s Day Vegemite prank

YankymiteIt 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.

The press release issued this afternoon.


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