'How Do You Like Your Vegemite' Campaign

Vegemite has been a staple in the average Australian’s diet for decades. When Simon Talbot stepped in as Kraft’s Director of Corporate Affairs in 2007, Vegemite sales were at an all time high. Household penetration was at 80% and in 2008, the billionth jar of Vegemite was made (Keinan, A., Farrelly, F., Beverland, M., 2012). However, because of little change made to the brand in its 80 year history, the product was going out of style. It was clear that Vegemite needed some kind of new-age makeover, but it was hard for Talbot to mess with a product that had seen national success on such a huge scale. Talbot eventually decided to contemporize the brand, first by launching the ‘How Do You Like Your Vegemite’ campaign into massive success

Over the years, Vegemite has kept building upon their brand equity and has achieved a status that many brands only dream of achieving: a national icon.

As a cultural brand, Vegemite has reached national fame which coincides with an increase in their familiarity and brand loyalty. Pop culture references are plentiful including mentions in songs and Australian celebrities advertising the way they think is best to use the product. These associations have helped keep Vegemite as a product that Australians will always have a special place in their heart for. Sinclair goes on to say, “A certain kind of image cannot be arbitrarily imposed upon a brand by manipulative brand managers, for they must work with what is already in the culture,” (Sinclair, 2008). Vegemite has become a definitive part of Australian culture, something that Australians consider a part of who they are. “Vegemite has been described as the ‘best predictor of national identity of any food in the world’ because it represents the ‘union of thought, acceptance of ownership and a coming together by means of food to define ‘us’ as opposed to ‘them’” ((Beverland, Dobele and Farrelly, 2015). Australians aren’t just “familiar” with Vegemite, they’ve known the brand for years. Since it’s inception after World War II, users have been actively part of the brand’s history and transformed it into their own