With Vegemite in fewer households in 2024 compared to last year (Circana In Home Panel data MAT, 2024), the brand says it’s time to ‘Unite with Vegemite’.
While many “can’t get enough of this distinctly salty and uniquely satisfying”, Vegemite says findings commissioned by the brand reveal that over 30% of surveyed Australians don’t eat Vegemite at all (Nature, Bega Usage & Attitude Study, 2024). 40% of those who do, limit it strictly to breakfast.
Australia’s former world number one tennis champion and Vegemite ambassador, Ash Barty, says this calls for action to unite more Australians with Vegemite – morning, noon and night.
“Vegemite has been a part of my life for as long as I can remember,” she says.
“Whether it’s on toast with butter, topped with avocado or tomato, or even a hint added to my favourite recipes, like a chicken parmy, Vegemite is a taste of home and gives me a real sense of Aussie pride.
“I think it’s time for all of us to share that joy with more Aussies – especially those who might not realise what they’re missing out on.”
Vegemite is calling on its community to get behind the movement and participate in a 30-60 second video, demonstrating how they “Vegemite right”.
“We know it’s hard for people who don’t eat Vegemite to pick up a jar and know what to do with it,” says Bega Group Head of Spreads Mary Stafford.
“There’s a whole new generation of Aussies missing out on the unmistakable joy of Vegemite simply because they haven’t been introduced to it properly … yet.
“That’s why we’re asking Vegemite lovers to capture a quick, 30-60 second video of your favourite way to enjoy Vegemite – something personal to you and your family. By sharing, you’ll inspire Aussies everywhere to give Vegemite a go, just the way you love it.”
Australians can head to the Unite with Vegemite website at unitewithvegemite.com.au to get involved.