Vegemite launches ‘Australia, you’re doing it wrong!’ campaign via Thinkerbell

Vegemite has launched a new campaign via Thinkerbell to help show people how to get creative with the breakfast spread.

Vegemite and Thinkerbell ventured to New York to recruit Brooklyn pizza chef, Giovanni Fabiano from Rosa’s Pizza to create the Vegemite pizza.

Thinkerbell also partnered with Jason Dundas, from Dundas Media in New York, to work with Giovanni and Rosa’s Pizza to bring this menu item to life.

To ensure Australians can enjoy this combination too, Vegemite has partnered exclusively with Domino’s Australia to create a limited-edition Cheesy Vegemite Pizza.

“Aussies love their Vegemite, but I only ever hear about them eating it on toast. I love it on pizza pie so I decided to try it on my menu, test it out with the crowds and maybe show the Aussies a thing or two,” Fabiano said.

Jacqui Roth, Vegemite marketing manager commented: “We’re delighted to be partnering with Giovanni and now Domino’s to help us show Australians that they’ve been doing it wrong. While we love Vegemite on toast and we always will, Vegemite is so much more than just a spread. It’s a flavour that will make any meal that much mitey-er and is why Vegemite Squeezy was launched less than a year ago – to make it easier than ever to add our nation’s umami to their favourite recipes.”

Domino’s ANZ chief marketing officer Adam Ballesty said it’s only fitting that we return one of Australia’s flavours to the heartland and ensure everyone can share in the joy of this perfect pairing. “It’s great to see Americans enjoying what we here in Oz know to be true – that Vegemite can go on just about anything!

“There’s something so quintessentially Aussie about a Vegemite and cheese pizza, and we’re excited to be able to offer this unique combination to customers right here at home,” Ballesty said.

Ben Couzens, Thinkerbell’s chief creative thinker added: “Most Aussies are on autopilot when it comes to how they use Vegemite. So we thought a great way to snap them out of it is to show someone they’d never expect cooking with it. Giovanni loves the stuff and so do his customers! Vegemite really does make anything taste like Australia… the proof is in the pudding, well pizza.”

New Yorker’s can get their hands on a slice of Vegemite and Cheese pizza at Rosa’s Pizza in Brooklyn upon request whilst stocks last and Aussies can order theirs for a limited time from Dominos.


Matt Gray – Head of Marketing
Jacqui Roth – Marketing Manager
Magda Kozera – Senior Marketer
Keri Morrison – Senior Brand Manager
Holly Shotton – Assistant Brand Manager
Hannah Saliba – Brand Communications and PR Manager
James Coleman – Marketing Manager, Digital & Communications
Phoebe Bullen – ecommerce & Social Media Manager

Adam Ferrier – Chief Thinker
Elsa Caruso – Creative Tinker
Moira Cotnoir – Creative Tinker
Ben Couzens – Chief Creative Tinker
Grant Anderson – Head Production Tinker
Romy Stubbings – Thinker

Nikia Shepherd – Head Thinker
Rosie Burke – Thinker
Tarah Miller – Lead Earned Thinker
Sophie Sager – Earned Thinker
Alice Shaw – Design Tinker

Rosa’s Pizza
Giovanni Fabiano – Master Pizza Chef
Erasmo Troia – Owner, Rosa’s Pizza

Dundas Media
Jason Dundas – Founder & Director


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.