Vegemite aims to inspire new breakfast meals in latest campaign

Vegemite is suggesting new breakfast options to consumers in a new campaign, to remind Australians vegemite is a ‘happy’ and ‘nutritious’ start to the day.

Created by JWT Melbourne, the new campaign shows the different foods that can be combined with Vegemite on toast.

The first 15-second ad follows the creation of Vegemite and Tomato Bruschetta, which includes a step by step process of its creation.

A reworked version of the 1950s Vegemite jingle ‘We’re Happy Little Vegemites’ plays in the background.’

Vegemite’s ‘Start Happy with Vegemite’ campaign will include other pairings of Vegemite with foods.

Ben Hill, marketing director at Mondelez Australia Meals said the new campaign was an “evolution” of how Australians enjoy Vegemite.

“To ensure Vegemite maintains pride of place at the Australian breakfast table, we have also chosen to remind our consumers of the great nutrition credentials* of Vegemite through the broader campaign, re-engaging and reminding Australians that Vegemite, rich in B Vitamins, can be an important part of a balanced breakfast in Australia,” Hill added.

The campaign will run across TV, online and social as well as in-store.

In January Bega Cheese Limited announced it will acquire the Vegemite brand from Mondelez, bringing full ownership of Vegemite to Australian shores for the first time in 90 years. The move is due to happen towards the end of the financial year.


  • Agency: JWT Melbourne
  • Production Company: Photoplay
  • Director: Joel Nordstrom (RBG6)
  • Music: Level 2
  • Media: Carat
  • Digital: Channel T

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.