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Vegemite rebrands for Australia Day

Vegemite is temporarily changing its name to ‘Australia’ in the lead up to Australia Day to celebrate the iconic spread’s 89th birthday.

Spreading the message

Vegemite jars across the country will be labelled ‘Australia’ and the traditional red diamond logo will be replaced with a map of Australia.

A limited number of jars will also feature the photos and stories of the ten “Toast of a Nation” finalists, a campaign that highlights the achievements of “everyday Australians”. Finalists include Victorian Peter Schiff, who has donated blood for over 57 years and the Australian Soduku team.

Vegemite’s website and Facebook page will run daily updates on the campaign in the lead up to Australia Day.

Don’t mention iSnack 2.0

Vegemite will be hoping its latest re-branding runs smoother its last attempt: the ill-fated iSnack 2.0. The company was forced to pulled its new spread from shelves five days after launch in the face of huge consumer backlash.

The company later renamed iSnack 2.0 Cheesybite.

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