Vegemite seeks ‘cultural ambassador of Australia’

Vegemite is on the hunt for a cultural ambassador of Australia, who ‘who lives, breathes and eats Australia’ and ‘can tell Tom Hanks that he’s using too much Vegemite… and British backpackers that they’re not using enough.’

The tongue-in-cheek post for the job went live late last week on Facebook, Instagram and Seek.

While Vegemite admits the job could be called ‘marketing manager for spreads’ for Bega, it insists the role is ‘so much more than that’.


Applicants have been asked to ‘brag your way through’ the criteria, which includes:

  • New or old, you feel (and are) proudly Australian.
  • You’ll always back the underdog.
  • You’re wearing thongs right now.
  • Cathy winning the 400m in that onesy is locked in your memory.
  • You know who Chk Chk Boom girl is.
  • You didn’t know the national anthem had a second verse.
  • You think it’s a bit weird that our most famous building is dedicated to opera.
  • You panic bought Vegemite instead of toilet paper.
  • You count parmas, pies, dumplings, ramens and phos all as Aussie cuisine (but only if made with Vegemite).
  • The first item you’ll be packing when international travel is permitted is that much-loved jar of Vegemite.
  • You believe that Vegemite tastes like Australia.

Applications to become Australia’s cultural ambassador close on Friday June 12 at 5pm.


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