Vegemite Press Releases

Latest Vegemite campaign returns iconic Happy Little Vegemites to screen after 50 years

26 July 2010

This week, Kraft Foods Australia/New Zealand is set to launch a Vegemite campaign that seeks to bridge a gap between generations of Australians through combining a more contemporised rendition of the Happy Little Vegemites jingle with the original.

It has been more than 50 years since the original advertisement, which brought a rose to every cheek, first aired on Australian television and became a national anthem.

The television advertisement will combine the original 1956 version and a colour rendition created in the 1980s, featuring the renowned Happy Little Vegemites jingle. And despite staying true to the original advertisement, the latest campaign will also include a more contemporised version of the famous jingle.

Ben Wicks, General Manager of Vegemite for Kraft Foods Australia/New Zealand, feels the campaign serves as a reminder of the strong historical tie that Australians have with Vegemite.

“The Happy Little Vegemites jingle has become deeply ingrained in the Australian psyche. It is a part of our nation’s history and one of the most enduring jingles of all time; decades of Australians have grown up listening to or singing the Vegemite jingle whilst eating their toast in the morning. We want to ensure this tradition continues.

“The jingle has, over time, become just as much of an icon as Vegemite itself. In fact, we have been told that more Australians know the words to the Happy Little Vegemites jingle than the national anthem.”

Mr. Wicks continued: “The nostalgia that surrounds the campaign invites Vegemite fans of all ages to be part of Australian history; bridging the gap between those who first viewed the advertisement in the 1950s and a new generation of Vegemite fans over 50 years later.”

Set to hit our screens 26 July, the advertisement is sure to have Australians singing along with just as much enthusiasm as it did in 1956.