Vegemite: toasting to 100 years of the iconic spread

Extracting the highlights of an Aussie classic
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This year marks 100 years since the iconic Australian spread graced our tastebuds. We’ve been happy little Vegemites since the salty sensation hit our shelves in 1923. It’s such a recognisable part of the Australian identity that it even got a special mention in the Men at Work song, Down Under.  

It’s become something of a rite of passage for tourists and celebrities alike to try Vegemite, some opting for the bold choice of not putting butter on the bread first. But while the rest of the world is still coming around to the yeast extract, Vegemite has been adored by Australians for the last century.  

Join us as we look back on Vegemite’s role in popular Australian culture.  

 

1953 advertisement for the yeast extract, Vegemite. The top headline says 'You need these vitamins everyday because your body can't store them up!'
‘Advertising', The Australian Women’s Weekly, 26 August 1953, nla.news-article39755654  

 

A Vegemite newspaper advertisement from 1942 with the tagline 'Vegemite is with the Troops'  The majority of the page features a young boy wearing a slouch hat which is too big for his head.
‘Advertising', The Australian Women’s Weekly, 13 June 1942, nla.news-article46231917  

Vegemite has been around for many significant moments in Australian history and you can see some of these moments reflected in their ads over the last 100 years.  

A 1943 sepia tone advertisement for Vegemite. The illustration depicts to men driving a tank with another man run-in alongside them holding up a jar of Vegemite. The tagline reads 'young Wally is giving his Vegemite to the troops.'
‘Advertising', The Australian Women’s Weekly, 13 February 1943, nla.news-article46231793  

During World War II, Vegemite was lauded as ‘The food that keeps the troops fighting’, with many of their ads at the time featuring this line.  

A sepia toned advertisement from 1945 with the image at the top featuring a woman with her hand to her face and the headline next to her reading 'There must be SOME Vegemite available'
‘Advertising', The Australian Women’s Weekly, 20 October 1945, nla.news-article51281534 

Our nation’s belief in the positive effects of Vegemite on troops spread so widely it caused a nationwide shortage.  

A Brand that’s Truly Unveget-able  

A colour newspaper advertisement for Vegemite from 1962. It depicts a mother, father, daughter looking up at a toy plane a boy is piloting. The headline reads 'Vegemite- nature's richest source of vitality'.
‘Advertising', The Australian Women’s Weekly, 16 May 1962, nla.news-article51939966  

The vibrant yellow Vegemite packaging has carried through to today, with the shade being recognised across generations.  

A colour advertisement from 1955 for Vegemite spread. The main focus is on an illustration of a woman holding a cracker covered in Vegemite up to her mouth. The headline reads 'Vegemite is rich in these 3 vitamins you need everyday.'
‘Advertising', The Australian Women’s Weekly, 9 February 1955, nla.news-article51940099  

 

A colour advertisement for Vegemite from 1956. The ad features three girls with rosy cheeks. The headline reads 'It puts a rose in every cheek.'
‘Advertising', The Australian Women’s Weekly, 29 February 1956, nla.news-article51939966  

‘It puts a rose in every cheek,’ was a line that became part of one of the most recognisable Australian advertising jingles. We love this jingle almost as much as we all adore our Vegemite.

 

A Spread Worth its Salt    

A sepia toned article from 1954 about a family of cyclists called the Beasley's. The headline reads, 'The Beasley's - A Happy Vegemite Family.'
‘The Beasley's — A HAPPY VEGEMITE FAMILY', The Australian Women’s Weekly, 3 November 1954, nla.news-article47400577 

Vegemite was marketed as the spread of choice for athletes including the Beasley family. Jack ‘J.J’ Beasley and his three sons John, Clinton and Vincent all were said to be daily consumers of the yeast extract. You can find over 17,000 newspaper articles on the Beasley family on Trove.  

A colour advertisement for Vegemite featuring Motorsports driver Peter Brock. The headline reads 'I'm still a Vegemite kid.'
‘Advertising’, The bulletin Sydney, N.S.W: John Haynes and J.F. Archibald, nla.obj-1396930491 

Many Australian sporting legends featured in Vegemite campaigns over the years including motorsports champion, Peter Brock.  

A sepia toned advertisement for Vegemite from 1954 has a headline that read 'There's a rose in every cheek...because they're happy little Vegemite.' There are four images of children trying various sports under the headline.
‘Advertising', The Australian Women’s Weekly, 6 October 1954, nla.news-article45647436 

Vegemite was celebrated as a vitamin-B-rich food for kids, including two-year old boxing champion, Garry McQuillan. Garry’s mother remarked ‘Vegemite every mealtime keeps him healthy.’ You can read more about Garry in this article found on Trove.

 

The Spread that Stole our Hearts  

Vegemite is so widely adored it has even been the prized object of desire for thieves. In 1944, a 39-year-old man was sentenced to two months imprisonment for unlawful possession, amongst his stash were two tins of Vegemite. The full story can be found on Trove.  

 

A newspaper article with the headline 'Charges Against Hotel-Keeper.'
‘CHARGES AGAINST HOTEL-KEEPER', The Evening Advocate, 2 November 1942, nla.news-article 212127547 

How do you enjoy your vegemite? In a sandwich, on toast or with lamb’s kidney?  

Over the years, people have been creative with how they’ve incorporated Vegemite into mealtimes. Trove is home to a range of recipes that include the salty spread - we’ve created a list in Trove with some of our favourites.  

A colourful advertisement for Kraft from 1955 featuring a large dish of shepherd's pie.
‘Advertising', The Australian Women’s Weekly, 24 August 1955, nla.news-article43459685  

Vegemite has been a favourite secret ingredient in many different recipes ranging from salty to sweet. It’s been used as a roast chicken baste, flavouring for minced meat and perhaps controversially, a salty/sweet chocolate block.  

The ultimate test of bravery in Australia begins with the question: how much Vegemite do you put on your sandwich? The logic is that the level of courage increases with the amount of spread you use. But have you dared to try Vegemite mixed in with lamb’s kidney and tomato sauce? You can find other adventurous Vegemite sandwich recipes in this The Australian Women’s Weekly article in Trove.  

 

The Spread turned into Threads  

An advertisement from 1981 featuring a photo of a man, woman and four children wearing shirts advertising Vegemite. The headline reads 'Be a happy little Vegemite in your Vegemite t-shirt.'
‘Advertising', The Australian Women’s Weekly, 28 October 1981, nla.news-article46460563  

Some people loved the iconic spread so much that Vegemite has even released items of clothing over the years.  

 

When it Comes to Iconic Australian Spreads – There is no Contest  

Over the years Vegemite has run a number of competitions. One you may recall involved naming their new spread but are you up to speed with their car giveaways during the 1920s and 30s? 

A newspaper article from 1942 with a headline that reads 'An Announcement Extraordinary.'
‘AN ANNOUNCEMENT EXTRAORDINARY', Sunday Times, 17 October 1942, nla.news-article 128120611 
A sepia toned newspaper advertisement for Vegemite from 1937. The headline reads, 'Hurry! Vegemite competition closes October 04.'
‘Advertising', The Australian Women’s Weekly, 25 September 1937, nla.news-article 51587178 
A sepia toned advertisement for Kraft Cheese and Vegemite offering readers the opportunity to win a portable Astor TV.
‘Advertising', The Australian Women’s Weekly, 2 February 1972, nla.news-article 46470424 

Don’t forget to spread the joy of Vegemite!