TRANSCRIPT
ADVERT: (Song) “15 million people can't be wrong, it's going on ... Vegemite goes on forever”
The iconic Australian spread is celebrating its first century.
But it divides opinion.
"I grew up having Vegemite and it's great food // I feel I hate it is that. It's like a strong smell // It makes my day everyday. // How bad could it be? It was bad, I hated it."
Easily recognisable by its bright yellow lid and signature salty flavour, Vegemite is part of Australia's history.
Love it or hate it , the mighty spread quickly became synonymous with the taste of Australia.
A reason for that popularity is that for most Australians, the love for Vegemite was imparted at a young age.
International Marketing associate professor at RMIT University, Bernardo Figueiredo says that the sense of belonging is imperative for its great success.
"When you're talking about iconic brands and marketing, that link to heritage and authenticity and the history of the country is very important, especially for Vegemite, which is a brand that really signifies much more than a brand or a cultural product. It's the very soul of Australians. Even if you don't like Vegemite, you still recognize the Australian-ness of Vegemite, and you miss Vegemite."
Today it's selling more than 20 million jars world-wide every year.. but Vegemite had a rough start.
There may have been a lot of anticipation when the spread first appeared in 1923, but consumers were less than impressed.
Jamie Callister is the grandson of Vegemite's inventor.
"It was remarkable, because when it rolled off the production line, 100 years ago today, it was a complete and absolute dud. And now it's just become the icon it is today. And I think really, it was because of their grandfather's perseverance and the fact that they just stuck it out."
It all began, when business entrepreneur Fred Walker hired Jamie's grandfather, a chemist named Dr Cyril Callister, to develop a spread from brewer’s yeast.
Mr Callister tells it was a hostile environment at first, as his colleagues could not predict how Dr Cyril would make a difference.
With trial and error, the chemist eventually came up with what is currently inside the yellow packages.
But the brand seems to be a cultural construction, a product that marketed itself for its flavour and as a source of vitamin B - used as as a supplement by soldiers during the second World War.
And that wasn't the only patriotic event in which Vegemite secured its place in the national identity.
Professor Figueiredo says the Olympics have also been a milestone for its marketing.
"What was clever about that is that during the Olympics of 1956 they played that jingle as well, which helped the association with Australian-ness, as something that's typical Australian sports and all that. So the more you do this kind of intertwining with parts of history that are quite important in a country, that's how you build that iconicity and that heritage with the brand.
Throughout its time on supermarket shelves, Vegemite's look has continuously evolved.
As has the list of recipes which include it...
Vegemite Baked Potatoes, Cheesy Vegemite sausage rolls, Vegemite Cheese Cake ... professionals and amateur cooks have reinvented Australia's national treasure.
Even so, the co-host of SBS show, Destination Flavour, Renee Lim says she likes it the classical way.
"When I'm overseas I think what I miss the most from home is actually Vegemite on toast. Now most people sort of find that a bit weird coming out of my mouth that I don't even know when it was - I don't think I was brought up on Vegemite, but for some reason there's something in me, genetic or otherwise that just loves Vegemite, and I have it on Turkish toast because I think that's much better."
Vegemite is sold in Australia and New Zealand and it ships directly to Canada, United Kingdom, and the United States.
But if over the last 100 years that has been enough to create a national icon, now the desire seems to be to cross borders.
Mr Callister says that Vegemite's next century is set to be worldwide.
"I just think we can start moving it overseas. I mean, it's such a great product. And you know, let's face it, it's a product of a byproduct, it's sustainable, It's healthy, and people love it. So why not take it overseas?"
But Professor Figueiredo says this is not a simple task.
"Trying to target markets that are not Australians abroad, that's much harder because of that translation of the Australian-ness. You buy Vegemite because you're buying the Australian-ness of it, once it becomes you buying the product for the sake of the product that is a different game altogether. Then, the fact that the brand has this colors and all of that doesn't really mean much to other people."
Even so, it seems that whatever the outcome, it won't be a problem for Australians.
"I just think that that most Aussies, that doesn't worry them. I mean, whether you love it or hate it, it doesn't really matter. For those of us that love it., if somebody says 'I don't like it', it just means more for us. We don't get too worried."
