G Flip and Banoffee call on Australians to cover ‘Happy Little Vegemite’ jingle

Australian artists G Flip and Banoffee have kicked off a competition for Vegemite, devised by Thinkerbell, asking consumers to create their own versions of the brand’s iconic jingle.

The ‘Mitey Covers’ competition is seeking versions of the jingle in all genres of music from Australians of all ages. The winner of the competition will have their jingle aired on national radio as a campaign.

The jingle was created in 1954 by Vegemite’s former creative agency J Walter Thompson (now part of Wunderman Thompson), and has been used intermittently in Vegemite’s advertising over the last 60 years. To mark the launch of the competition, Vegemite found the original sheet music for the jingle and is releasing it to the public.

Vegemite ended its relationship with JWT in 2018 after 74 years and appointed Thinkerbell to its creative account.

The original Happy Little Vegemite sheet music

The competition has been launched to remind Australians of the ‘brighter side of life’, said head of marketing Matt Gray.

“We know that Vegemite tastes like Australia, but it’s now time that we find out what Australia sounds like,” Gray said.

“We’re inviting everyone to cover our iconic ‘Happy Little Vegemites’ jingle, to go into the running to have their version of this song air nationally on radio. We hope that a new updated version of this song spreads a little happiness at a time when many of us need a smile. Vegemite is uniquely Australian, and we want to hear some distinctive voices bring our jingle to life.”

G Flip, or Georgia Flipp, said of her involvement in the campaign: “Vegemite gave me the heads up and told me they were asking for new renditions of their classic Happy Little Vegemites tune, so I took my toast down to my studio and made a little G Flip version. Anyone can make their own unique cover for a chance to get it played on radio.”

Banoffee added: “As someone who’s been known to carry Vegemite in my suitcase wherever I go, I was thrilled to be asked to make my own version of the Vegemite jingle. I’ve sung it my whole childhood, so why not now? I’m so excited to hear all the different ways people will redo this iconic tune.”

To enter the competition, Australians need to post their covers of ‘Happy Little Vegemite’ to Instagram with the hashtag #VegemiteMiteyCovers and tag Vegemite’s own page.

The competition is also being promoted through earned media channels.


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