This week Vegemite made front page news with the launch of its Mitey Covers project. Vegemite has worked with Thinkerbell to find the original sheet music and lyrics from the iconic jingle and have handed it over to Australia.
In a time when perhaps we need to be reminded more than ever of the brighter side of life, Vegemite is putting the call out to Australia to cover its iconic ‘Happy Little Vegemites’ jingle, with one Australian winning the opportunity to have their Mitey Cover of ‘Happy Little Vegemites’ aired on radio, nationally.
“We know that Vegemite tastes like Australia, but it’s now time that we find out what Australia sounds like,” said Matt Gray, Head of Marketing, Bega Foods. “We’re inviting everyone to cover our iconic ‘Happy Little Vegemites’ jingle, to go into the running to have their version of this song air nationally on radio. We hope that a new updated version of this song spreads a little happiness at a time when many of us need a smile. Vegemite is uniquely Australian, and we want to hear some distinctive voices bring our jingle to life.”
The Mitey Covers project is calling for all types of styles from all types of people, from folk singers to heavy metal bands, school kids to professionals. And to kick things off Australian musicians, G Flip and Banoffee, have released versions of their own to get Australia inspired.
Says G Flip: “Vegemite gave me the heads up and told me they were asking for new renditions of their classic Happy Little Vegemites tune, so I took my toast down to my studio and made a little G Flip version. Anyone can make their own unique cover for a chance to get it played on radio.”
Adds Banoffee: “As someone who’s been known to carry Vegemite in my suitcase wherever I go, I was thrilled to be asked to make my own version of the Vegemite jingle. I’ve sung it my whole childhood, so why not now? I’m so excited to hear all the different ways people will redo this iconic tune.”
Mitey Covers has kicked off this week and everyone can enter by recording their cover (no longer than 25 seconds) and posting it on Instagram with the hashtag #VegemiteMiteyCovers and tag @Vegemite.