How do you like your Vegemite?

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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 www.howdoyoulikeyourvegemite.com.au

Credits

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.

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This entry was posted by Duncan on Tuesday, July 29th, 2008 at 9:00 am and is filed under Inspiration, Interactive, TV Ads. You can follow any responses to this entry through the comments feed. You can leave a response, or trackback from your own site.

Posted in Inspiration, Interactive, TV Ads

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79 Responses to “How do you like your Vegemite?”

Susan Hopton July 29th, 2008 at 8:40 pm

I have always loved my Vegemite spread thickly on top of Peanut Butter.

samantha humphries July 31st, 2008 at 7:29 am

I LOVE VEGEMITE WITH……..
ham
baked beans
fried eggs
salt&vinegar chips
spagette

samantha humphries July 31st, 2008 at 7:32 am

peanut butter

zara July 31st, 2008 at 10:20 am

i luvvvvv vegimite heated up in a roll with cheese or on toast…. mmmm x

gwenda earl July 31st, 2008 at 12:54 pm

I love vegemite on toast with jam or honey.

jack July 31st, 2008 at 6:24 pm

i love vegemite on bread with sliced banana

Jack July 31st, 2008 at 7:58 pm

I love vegemite with pancakes and sugar - “Dessert Vegemite”

lorraine August 1st, 2008 at 3:51 pm

When I was younger and not feeling well my Mum used to make me vegemite soup.

Christine Pollock August 2nd, 2008 at 7:09 pm

I love vegemite with toast, cheese and poached eggs

jordii August 2nd, 2008 at 9:02 pm

i love it how my mum makes it..
its the same way i do but there is just something different bout it…
i cld live of it…=]

Carlene August 3rd, 2008 at 12:22 am

I LOOOOOOve my vegimite with peanut butter and chips cruched on top.Hummm.:)

Carlene August 3rd, 2008 at 12:23 am

Vergimite, vegimite,vegimite!!!
Yes it is the best.

Wendy Thomas August 4th, 2008 at 3:55 am

I love Vegimite and cheese on toast.

jess smith August 4th, 2008 at 8:14 pm

vegimite, cheese, & sprouts on toast

Lionel August 4th, 2008 at 8:42 pm

I like my Vegemite in the bin. Cause it tastes like shit.

Krystle August 4th, 2008 at 8:43 pm

I agree with Lionel

harry August 5th, 2008 at 7:01 pm

i like my vegimite with tomato sauce and cream

greg August 5th, 2008 at 8:21 pm

i like my vegemite spread thickly on fresh white bread with leftover roast lamb or beef in a sandwich

jerry August 5th, 2008 at 10:06 pm

i looooove my vegimite wrapped in pstry with cheese backed. yummmmm!

and i also love it on toast (like everyone)

Tia August 6th, 2008 at 7:51 am

I like my Vegiemite by it self on a spoon and also more traditionally on toast with butter.

By tania August 6th, 2008 at 10:24 am

I like vegimite with pasta and lots of butter melted in the pasta

Teegan August 6th, 2008 at 12:24 pm

I like my vegimite spreaded out on celery also on carrots on a spoon on crackers im obbsesed

Melissa August 6th, 2008 at 1:46 pm

I love my vegemite spread lightly over really hot toast that has the butter melted on it. So yummy!

Bobby August 6th, 2008 at 4:35 pm

I love my vegemite on toast with scrambled eggs and tomato sauce.
I am desperate to try everyone elses ideas.

Bianca August 6th, 2008 at 9:06 pm

my mum always got mehh to try all different things together that she thought was yum and this was one nd im fourteen nd trying new things so yer

vegemite on two pieces of toast with cheese slices and lots of macaronni nd salt and vinegar chips

it sounds disgusting buh dont dis it unless you try it buh if u try it nd dont like it reply nd let me no okey dokey

I LOVEE VEGEMITE!!!

Bianca August 6th, 2008 at 9:09 pm

thats so YUMMY!!! try my way though so so different but also very yummy if not more
Bianca

jodz August 8th, 2008 at 9:46 pm

i like my vegemite in a toasty toasty, thikly spread with melted cheese.yum yum!!!!!!

Vladdz August 8th, 2008 at 10:00 pm

Hahaha, Thats my cousin in the red apron, i love her. (:

steve.m August 9th, 2008 at 10:13 pm

sread over the top of leg of lamb as a baste. try it you wont ever eat a roast lamb any other way trust me.

Tahnee August 9th, 2008 at 10:38 pm

I like my vegimite with hot sliced bread and melted butter on it, with the vegimite smoothly spread on it.

Katie sinclair August 10th, 2008 at 4:16 pm

Ilike my vegemite on bread,rolls,cirkits,ricecakes and like it spread everywhere

vicki reid August 12th, 2008 at 4:24 pm

my daughter loves her vegimite in a sandwich with jam.

Joe Cox August 12th, 2008 at 4:58 pm

I like my vegimite on fruit toast

Kirsten Narkle August 13th, 2008 at 12:19 pm

i like vegemite with chesse and ham
on thick bread

Taren August 21st, 2008 at 3:34 pm

we used to mix in a teaspoon of vegimite into our mashed potatoe or mashed pumpkin… yummy

peter mkc August 21st, 2008 at 11:01 pm

i like my vegimite with butter on a fruit finger bun with icing…

skye August 21st, 2008 at 11:11 pm

i like my vegimite spread on pastry sheets topped with mashed potato and sprinkle with cheese roll em up and cook in oven til golden brown … and try and keep me away yummmmmmmy

lesley August 25th, 2008 at 9:33 am

I love vegemite spread on steak before you cook it, taste unreal

christablur August 26th, 2008 at 7:33 pm

I like my vegimite on pancakes dipped in red wine it gets soggy and taste beautiful.

Debbie G August 27th, 2008 at 3:59 pm

I like a vegemite and lettuce sandwich.

jen b August 27th, 2008 at 6:20 pm

love vegemite can’t live without have it on toast and vita wheats every day love it by itself or with avo

Ryan Evans August 29th, 2008 at 3:01 pm

i love vegimite with a little bit of butter and a heap of vegimite on weat bix

Sam Uebergang August 29th, 2008 at 4:05 pm

I like vegemite on toast with honey - both spread fairly thick.

scuba August 30th, 2008 at 3:30 am

nothing like a dash of the old brown stuff in mash potato and pumkin…..try it b4 u knock it ….DO IT!!!

scuba+ August 30th, 2008 at 3:32 am

and……..yes to the vegimite and lettuce sandwich,

marissa August 31st, 2008 at 6:26 pm

i hate vegimite it’s yuck

Emma September 16th, 2008 at 3:01 pm

I like my vegemite on my wheetbix.

tanara September 16th, 2008 at 4:38 pm

i like my vegimite on white bread only.
i like it when u put vegimite on both peices of the bread. stick some cheese (real cheese, not that plastic crap) on both peices and put some vegimite on top of the cheese and then sandwhich them and then toast it mmmmm MMmmm

Danni September 27th, 2008 at 3:42 pm

i like my VEGEMITE with………
jam
sprinkles
apple stroop
weet bix
cornflakes
cheese
broccolie
paper
chocolate
just right cerial
heaps of butter/margarine
salt + vinager chips
and a lot of other things
trust me
also trie vegemite+strawberrie+cream+choclate toppping and sprinklesand milo on top

Muppet Sweden September 30th, 2008 at 4:49 pm

I also love peanut butter and vegemite at the same time! I do however realise that I am totally insane and that no rational and normal person would even contemplate eating such a terrible mix of foods. Both foods alone are great, but I understand they do not mix. I am just CRAZY!

I apologise to my boyfriend for even getting him to try it as I realise he thought it was disgusting.

Muppet Sweden'd Nerdy Boyfriend September 30th, 2008 at 8:02 pm

I wish to correct this last comment…

The peanut butter and vegemite toast I was kindly fed by my darling girlfriend Muppet Sweden was actually quite delicious.
It was simply a new flavour sensation and one that is only appreciated by the finest of food connoisseurs.
To be honest my head was still quite in the clouds from our night of wild passion and I wasn’t thinking properly when I initially tasted it.
I’ve now come to my senses and must concede that Peanut Butter and Vegemite on toast is the BEST! As is Miss Sweden who is truly an angel for bringing such a treat into my life.

Let the record show this as fact for all of internet eternity; that I, Muppet Sweden’s Boyfriend, like Peanut Butter and Vegemite on toast.

The End

Tyler Kell October 1st, 2008 at 3:10 pm

I love my Vegemite spread to the edges on toast, then covered in honey. i also like my Vegemite covered in avacardo and BBQ sauce on the toast, and after that i toast/cook it as a sandwich.

Elaine October 1st, 2008 at 6:58 pm

I like my vegimite in a sealed jar. I don’t like the smell, I don’t like the taste but my kids and grandkids love it - so please improve the smell!!

layla mackenzie October 5th, 2008 at 4:25 pm

I like my vegemite on a piece of ham with honey on the top!!!!!!!!!

Simon and his son James October 6th, 2008 at 6:59 am

We are lowlanders ( not much vegimite )

Georgie Christopher October 6th, 2008 at 5:54 pm

I love my Vegemite Australian Made!!!
Well I used to

david October 6th, 2008 at 9:58 pm

yum yum yum I add vegimite to my soups and stews i like it on toast with a egg

green fam October 7th, 2008 at 3:24 pm

Love vegemite on toasted buttered crumpet.

johnathon October 7th, 2008 at 6:33 pm

i like my vegimite on toast with melted butter

johnathon October 7th, 2008 at 6:35 pm

i like my vegimite on toast with melted butter and only a smigen of vegimite.

Miick J October 9th, 2008 at 5:13 pm

Vegimite as a spread Im not so keen on but heres a few good ideas:add to mash potatoe.a little in the roast meat gravy.exellent boost for beef & blackbean stirfry,a t spoon in the beef and veg soup works a treat.Remember VEGIMITE is a powerful flavor so steady as you go a little at a time.

Jarrad October 9th, 2008 at 7:31 pm

vegemite is to strong i only like it on toast and only a very small amount out of 10 4/10
id rather nuttela but vegemite should have stayed in australia but the americans took it like they take every thing no offence 2 the usa
Go Australia and remember 2 watch the nrl worldcup because nrl is the greatest game of all…

cilla October 12th, 2008 at 12:45 pm

i love putting vegemite in gravy. on weetbix with butter and vegemite, and of course toast cant live without it carry a jar and tube everywhere on holidays kids love it toooooooo.

Bad October 18th, 2008 at 3:57 pm

Loves his vegemite with cheese and chives

maude October 18th, 2008 at 3:59 pm

I love my vegemite on toast with heaps of butter and the toast must be cold and also like it on cheese scones

breeana October 29th, 2008 at 9:14 am

i like my vegimte with melted butter and just a little bit of vegimite and it needs to be over the whole piece of toast i really only injoy it on toast!! its good with cheese

Ric M November 12th, 2008 at 2:04 pm

Hi Guys, I’ve just heard the Vegemite 1 billionth Jar still hasn’t been found…anyway only 4 days left of the competition and thought I’d give the word up…over $200K first prize…and heaps of other prizes!! I say lets buy up big, has to be out there somewhere in Aus?!?! love Nudist x

Ozzie November 16th, 2008 at 11:19 pm

For such an iconic Aussie product I can’t believe how many of you “true blue” Aussies can’t spell it! It’s Vegemite! That’s one i only. Just for the record, vegemite goes with anything. Try lettuce and sardine sandwiches, chocolate doughnuts, polly waffles and cherry ripes. Yes, all with Vegemite. My personal favourite is vegemite with chillies and parmesan on cold pizza. Who says Aussies don’t know what gourmet food is!

macka November 17th, 2008 at 10:14 pm

i like it on toast,bread with tomato and vegimite,with egg ,b/beans,spagetti,you gota like it.

maddie. November 19th, 2008 at 2:42 pm

i like my vegiemite on a spoon by itself yummmmmy!!!

cindy November 20th, 2008 at 6:12 pm

i love a nice hot cuppa and vegiemite on toast and dip it in my cuppa or it goes well in a nice hot stew

Valerie November 30th, 2008 at 2:20 pm

I love my vegemite swirled onto thick butter, on a thin RICE CAKE, topped with a cheese slice and another thin RICE CAKE. It is so yummy that I sometimes have a second one!!!