Vegemite Press Releases
VEGEMITE to find the ‘TOAST OF A NATION’
Nationwide search commences for 25 everyday Aussies with exceptional stories.
Ten winners to feature on VEGEMITE jars.
22 May 2011
For almost 90 years, VEGEMITE has been fuelling our unique Australian spirit. Four generations of Australians have been ‘raised on’ this unique dark spread, and it continues to play a central role in how Aussies define themselves as an Australian here locally, and on the world stage.
Over the past 18 months, VEGEMITE has been actively engaging with Australians to understand what they want from their famous icon. And from all accounts, Australians have said they want VEGEMITE spread to stand up and hero what makes us great.
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.”
Today, VEGEMITE is reconnecting with Australians with the launch of ‘TOAST OF A NATION’, a new campaign that honours the extraordinary achievements of everyday Australians who are, MADE FROM VEGEMITE.
From Sunday 22 May to Sunday 28 August, VEGEMITE will be undertaking a nationwide search for 25 everyday Aussies who embody the values of VEGEMITE and spirit of Australia, crowning the most unique and exceptional as the ‘TOAST OF A NATION’. Australians are invited to share the remarkable stories and achievements of themselves and people they know by nominating at www.vegemite.com.au
VEGEMITE is also calling on the people of Australia to get involved and have their say in crowning the ‘People’s Choice’ TOAST OF A NATION by voting for their favourite nominee from 25 finalists. The winner will be rewarded with the ‘Ultimate VEGEMITE Australia Day package’.
And in a first for VEGEMITE spread’s 88-year history, ‘TOAST OF A NATION’ creates the opportunity for everyday Australians to feature on the famous VEGEMITE jar, of which over 23 million are sold each year. Ten of the 25 winners will serve as inspiration for a limited edition collectable VEGEMITE jar, to be released as part of VEGEMITE’s Australia Day celebrations in 2012.
Andra Gough said: “We recognise that VEGEMITE is an integral part of Australia’s culture, identity and personality, and as such, we need to connect and give more back to Australians. The ‘TOAST OF A NATION’ campaign is our way of celebrating the extraordinary achievements of everyday Aussies, who have made VEGEMITE the proud Australian icon it is today.”
To inspire and encourage Aussies to join the search for the ‘TOAST OF A NATION’, VEGEMITE is profiling the journey and achievements of five sets of Australians in a new series of television commercials, and online documentaries.
Two new television commercials go to air today. The first features an inspiring science professor, Phill Higgins, known as “Phiggles” and renowned for flying across the country teaching science to students in remote communities. The second features the comical tale of the legendary ‘World Champion’ Darwin Ice Hockey Club.
VEGEMITE is also toasting three other unique Aussie duos, and helping them ‘have a crack’ at living their dream. The journeys of two aspiring professional filmmakers, an ambitious rock-climbing team, and record breaking circus performers will be profiled for the duration of the campaign online, with regular written, photo and video blog posts and social media activity.
Australians can follow and support their adventures, and join the nationwide search at www.vegemite.com.au
These inspiring, determined, yet everyday Aussies who are ‘Made from Vegemite’ and exemplify the Aussie spirit will help select the top 25 nominations, who will be crowned the ‘TOAST OF A NATION’ on 19 September 2011.
For further information, please contact:
0429 55 44 31
0412 841 305