Vegemite: a lesson in brand story chutzpah!

How’s this for a perfect example of a brand connecting with and celebrating a bigger story.

Down under, we celebrate Australia Day on January 26 with a national holiday. This year,  I was eating breakfast and doing a bit of lazy jar reading (as you do!) when I noticed this message on the Vegemite label. (For the uninitiated,  Vegemite is an iconic Australian breakfast spread)

Didn’t have a clue what they meant but duly, turned the jar and saw this…

I hadn’t even noticed the change in label when I’d picked that jar off the shelf. (It normally looks like this..)

And baboom, I got it. Big smile, big connections: both for my history  with this brand as an Aussie and for the sheer, wonderful chutzpah of a lowly breakfast spread hitching a ride on the good feelings and memories that come with a national  holiday.

Love that. And love the witty tagline Australia: Proudly made from Vegemite since 1923)

I posted these pics with my Aussie Day greetings to all my pals and connections: effortless marketing I say!

Happy breakfast all!

By the way, don’t forget that I am launching my new story consultancy The Story Doctor on March 14th and I’ll be blogging from there! New twitter handle is @StoryDr and web address www.storydoctor.com.au. Join me!

About Moya Sayer-Jones

Moya Sayer-Jones is one of Australia's foremost experts on story; she consults with government, NFPs and corporate clients to help them access and use story to support their strategic objectives.