Vegemite celebrates Harmony Week with billboards in 10 languages

Vegemite is celebrating Harmony Week with an outdoor campaign featuring it’s ‘Tastes like Australia’ tagline written in the ten most spoken languages in Australia.

Jacqui Roth, Bega’s marketing manager of spreads, commented that the campaign is a response to how almost all advertising in Australia is in English.

“Australia is a wonderful, unique and truly diverse nation. Of the more than 25 million people who live here, 21% speak languages other than English at home, yet just about all broadcast advertising is presented only in English,” Roth said.

“Any of the languages represented in these outdoor ads rarely feature on the Australian landscape yet are spoken in the home every day. We want to celebrate the diverse languages spoken and put them front and centre loud and proud on our outdoor advertising.”

In Australia 23.2% of people speak Mandarin, 12.1% Arabic, 11.1% Cantonese, and 11.1% Vietnamese. The billboards will also appear in Greek, Hindi, Italian, Tagalog (Filipino) and Spanish.

Vegemite will also be sharing a series of new recipes featuring the country’s national spread, published in each language across social media and on its site. Australians are also invited to share their favourite dishes of cuisine from around the globe which use Vegemite on Instagram with the hashtag #TastesLikeAustralia.

The campaign was created by Thinkerbell, Bega’s creative and media agency.

Ben Couzens, chief creative tinker at Thinkerbell, said: “When people think about ‘Aussie cuisine’, Vegemite on toast often comes to mind. But really, our country is a melting pot of cultures and flavours, and our cuisine is broader and more diverse than ever before. We want to truly reflect our unique mix of cultures by putting our message out into the world in multiple languages.”

Harmony Week began on Monday and runs until Sunday 21 March.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.