From today Vegemite changes its name to Australia in the lead up to Australia Day 2012


Screen shot 2012-01-05 at 11.48.08 AM.jpgFrom today, Vegemite will celebrate Australia Day by launching a limited edition collectable Vegemite jar, featuring a map of Australia in the place of the famous red diamond shaped logo and a new name – Australia.

“Changing Vegemite’s name to Australia for a limited time in the lead up to Australia Day is our way of showing some contemporary Australian pride,” said Jenny Nolch,  Vegemite marketing director.

“It’s about having a bit of fun and celebrating the irreverence of the Australian culture.

“Vegemite has been manufactured in Australia for 89 years; we recognise it’s an historic part of Australia’s culture, identity and personality and for this reason are delighted to create a special jar which we hope will capture the nation’s imagination and inspire them to celebrate Australia Day.”

As part of the name change for Australia Day, Vegemite is also putting everyday Aussies front and centre by featuring ten ‘Toast of a Nation’ finalists on its jars in the lead up to 26 January.

For the first time in VEGEMITE’S 89 year history, everyday Australians with remarkable stories to tell will have their faces and bios featured on the limited edition jars.

The chosen ten hail from across the country. They are:

Agnes Mudford – Victoria

Australian Sudoku Team – Western Australia

Australian Women’s Whaleboat Racing Champions – Victoria

Ben Weekes – New South Wales

Caitlin Miers – Victoria

Jacob French – Western Australia

Margaret Hamilton – New South Wales

Peter Schiff – Victoria

Tex O’Grady – New South Wales

Under 19 Women’s Lacrosse Team – South Australia, Victoria and Western Australia

These people are drawn from the 25 finalists of the 2011 Vegemite ‘Toast of a Nation‘ campaign which celebrated the extraordinary achievements of ordinary Australians. They have all been selected for their passion, determination and for having that quintessential Australian ‘have a go’ spirit, making their fellow Aussies feel proud.

Says Nolch: “Australia Day is about celebrating what’s great about our country and being Australian. What better way to do this than by recognising the efforts of this remarkable group of Australians who have made a positive contribution to our society and local communities.”

People’s Choice winner and Head Coach of the U19 Women’s Lacrosse Team, Trish Adams, said: “It’s an incredible feeling to be featured on the special Vegemite jar. The entire team feel proud to represent Australia in the sport of lacrosse and it’s a real honour to be acknowledged for our hard work and achievements.”

Mick Collis, one fourth of the Australian Sudoku Team said: “If someone had’ve told me I’d be on the label of a Vegemite jar, I would’ve said I had more chance of playing sudoku for Australia. What a great privilege. To think we’ll be in the cupboards of millions of Australian homes. It’s unbelievable.”

The limited edition “Australia” jar will be available in stores nationally from today in 400 gm for RRP $6.29- the same price as original Vegemite.