How do you like your Vegemite?

Australians are brought up to love Vegemite, a dark brown paste made from the yeast byproducts of brewing. Well many do. In fact it’s a bit like Marmite in the UK, you either love it or hate it. But Kraft is not taking the love it or hate line.

Vegemite Census screen shot

Instead Australians are being asked “how” they like their Vegemite in a census on what has become known as an iconic Australian spread. The campaign is online at


The Vegemite census was developed at JWT Melbourne by executive creative director Richard Muntz, art director Keith Nicholas, copywriter Scott Glennon, art director Jason Ryan and agency producer Pip Hemming.

Filming was shot by Matt Kamen via The Guild with director of photography Ellery Ryan, producer Chris Kamen and editor Jo Scott.