Sunday, April 14, 2024

Vegemite celebrates Australia’s cultural diversity

Vegemite is encouraging Aussies to celebrate Australia’s diversity of cultures, languages and flavours by sharing a series of varied ways to enjoy Vegemite.

In the spirit of Harmony Week and to celebrate Australia’s melting pot of cultures and flavours, Vegemite has released a series of recipe ideas inspired by the country’s rich heritage – think Vegemite pho or Vegemite stir fry.

As part of the celebration of Australia’s diverse culture, Vegemite is also putting our country’s rich multiculturalism at the “front and centre” of the Australian landscape. The brand has unveiled large-scale outdoor advertising with Vegemite’s “classic” ‘Tastes Like Australia’ headline translated into the top 10 most spoken languages in the country – Cantonese, Mandarin, Vietnamese, Arabic, Italian, Greek, Tagalog, Hindi, Spanish and English. The multilingual ads will also be posted on social media.

Citing data from the Australian Bureau of Statistics, Vegemite says almost half (49%) of Australians were either born overseas or one or both parents were born in a different country. It is not surprising then, claims Vegemite, that there are more than 300 separately identified languages being spoken in Australian homes.

“Australia is a wonderful and truly unique nation, but more than anything, it is diverse and multicultural,” says Bega Cheese Marketing Manager Spreads Jacqui Roth.

Like the platypus and the Big Prawn, Vegemite is a symbol of Australia’s national identity, so we feel we have a duty to recognise how important different cultures have been in shaping our country… and our national cuisine for that matter.

“This past year has shown us how unique Australia is and how great we are as a country. We want to encourage Aussies to celebrate our culture and the ingredient that makes us great – our people. What a better way to do that than enjoying the mix of flavours that make up the taste of Australia and celebrating the diverse languages spoken Down Under.”

The new Vegemite recipes will be available on the Vegemite website and social media channels. Australians are also invited to share their favourite non-traditional dishes using Vegemite by posting on Instagram with the hashtag #TastesLikeAustralia.

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