Vegemite is Australia’s number one breakfast spread.

We’re raised on the stuff. We absolutely love the fact that nobody else in the world quite gets why we eat this black, grease like spread. Vegemite, in a strange way defines who we are as people, and what we are made of. The ability to laugh at oneself, disrespect authority, love your mates is at the heart of being Australian. Our strategy was simple. Vegemite would become a source of contemporary Australian pride. It would do whatever it takes to make each and every Australian feel special to be Australian.