New York Master Pizza Chef teams up with Vegemite to show Aussies how to really eat the mitey stuff in new campaign via Thinkerbell

Over the years, Vegemite has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the mitey stuff. But as it turns out, Australians have been getting it wrong this whole time!

Vegemite and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master Pizza Chef, Giovanni Fabiano from Rosa’s Pizza to inspire Aussies to cook with Vegemite.

Fabiano, who has been spinning pizzas for more than 40 years, says Australians have been doing it wrong by sticking to toast for decades. Fabiano is encouraging Australians to get creative when it comes to the nation’s iconic flavour – believing it could be Australia’s best (or now worst) kept secret ingredient.

Says Fabiano: “Aussies love their Vegemite, but I only ever hear about them eating it on toast. I love it on pizza pie so I decided to try it on my menu, test it out with the crowds and maybe show the Aussies a thing or two.”

To ensure Aussies can enjoy this delicious combination too, Vegemite has partnered exclusively with Domino’s Australia to create a limited-edition Cheesy Vegemite Pizza.

Says Jacqui Roth, marketing manager, Vegemite: “We’re delighted to be partnering with Giovanni and now Domino’s to help us show Australians that they’ve been doing it wrong. While we love Vegemite on toast and we always will, Vegemite is so much more than just a spread. It’s a flavour that will make any meal that much mitey-er and is why Vegemite Squeezy was launched less than a year ago – to make it easier than ever to add our nation’s umami to their favourite recipes.”

Domino’s ANZ chief marketing officer Adam Ballesty said it’s only fitting that we return Australia’s favourite flavour to the heartland and ensure everyone can share in the joy of this perfect pairing: “It’s great to see Americans enjoying what we here in Oz know to be true – that Vegemite can go on just about anything!

“There’s something so quintessentially Aussie about a Vegemite and cheese pizza, and we’re excited to be able to offer this unique combination to customers right here at home.”

Says Ben Couzens, chief creative tinker, Thinkerbell: “Most Aussies are on autopilot when it comes to how they use Vegemite. So we thought a great way to snap them out of it is to show someone they’d never expect cooking with it. Giovanni loves the stuff and so do his customers! Vegemite really does make anything taste like Australia… the proof is in the pudding, …well pizza.”

Thinkerbell partnered with Jason Dundas, from Dundas Media in New York, to work with Fabiano

New Yorker’s can get their hands on a slice of Vegemite and Cheese pizza at Rosa’s Pizza in Brooklyn upon request whilst stocks last and Aussies can order theirs for a limited time from Dominos.

Vegemite
Matt Gray – Head of Marketing
Jacqui Roth – Marketing Manager
Magda Kozera – Senior Marketer
Keri Morrison – Senior Brand Manager
Holly Shotton – Assistant Brand Manager
Hannah Saliba – Brand Communications and PR Manager
James Coleman – Marketing Manager, Digital & Communications
Phoebe Bullen – eCommerce & Social Media Manager

Thinkerbell
Adam Ferrier – Chief Thinker
Elsa Caruso – Creative Tinker
Moira Cotnoir – Creative Tinker
Ben Couzens – Chief Creative Tinker
Grant Anderson – Head Production Tinker
Romy Stubbings – Thinker

Nikia Shepherd – Head Thinker
Rosie Burke – Thinker
Tarah Miller – Lead Earned Thinker
Sophie Sager – Earned Thinker
Alice Shaw – Design Tinker

Rosa’s Pizza
Giovanni Fabiano – Master Pizza Chef
Erasmo Troia – Owner, Rosa’s Pizza

Dundas Media
Jason Dundas – Founder & Director