TO CELEBRATE their 100th birthday, Vegemite held a week-long national competition to find Australia’s next generation of happy little vegemites to remake the iconic ad.
Vegemite’s rise to popularity was helped by the marketing campaigns written by J. Walter Thompson advertising that began in 1954, using groups of smiling, healthy children singing a catchy jingle.
The lyrics, “We’re happy little Vegemites, as bright as bright can be. We all enjoy our Vegemite, for breakfast, lunch and tea,” are still strong in the consciousness of many Australians, and the revamp is sure to bring back many nostalgic feelings.
Auditions for the new ad closed May 4, with the shoot set to be held in early June in Melbourne and all travel costs will be covered for the successful competition winners.
“Vegemite is opening a national casting on Thursday, inviting children in Australia aged between 6 to 12 years old the opportunity to audition to feature in the remake of its iconic Happy Little Vegemite ad,” marketing manager Jess Hoare said.
“We’re honoured to raise a toast to this Aussie icon and can’t wait to see it be embraced by Aussies for many more years to come.”
