Vegemite toasts Aussies who are ‘having a crack’

Kraft Foods has launched one of the biggest campaigns in Vegemite’s 88 year history to celebrate everyday Australians who have made the spread famous. The campaign centres around a competition to find Aussies who will be ‘Toast of a Nation’ and have their faces printed on a jar of Vegemite.

One of the ads recounts the real story of science teacher Phill Higgins – known as Phiggles – who flies across the country teaching science to students in remote parts of the country. The campaign, created by JWT, breaks today.

Another follows the tale of the ‘World Champion’ Darwin Ice Hockey Team who remain undefeated, possibly ebcause they’ve never played.

As well as TV, the campaign includes radio, online, social media, PR sampling, experiential activations and in-store activity through an on-pack promotion.

Kraft Foods Australia senior brand manager for Vegemite, Andra Gough, said: “Australia’s a remarkable country and Australians are remarkable people. It’s time for Vegemite, as an iconic symbol of this great nation, to engage with our communities and celebrate.”


  • Advertising:  JWT – Peter Randeria, Anuj Mehra, Prue Tehan, Elka Voigt, Richard Muntz, Keith Nicholas, Scott Glennon, Angela Morris.
  • Director:  Mark Molloy
  • Production Company:  Exit Films
  • Post Production:  The Butchery
  • Digital:   Tgarage – Paul Rhodes, Paul Lamble, Mat Medcalf, Sam Patterson, Jo McGuire
  • Experiential: Traffik – Nick Harvey, Rebecca Leijer
  • Media:  Carat – Sarinna Harte, Hayley Crossthwaite, Vanessa Jagiello
  • PR:   Royce – Matthew Mahon, Angela Wilkinson, Sarah Kempson, Jess Lindsay
  • Retail/on pack:  Oxygen Interactive – Warwick Purves, Iain Crittenden, Sommer Hampson, Briohny  Mackenzie

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