Much-loved Aussie brand Vegemite is turning 95 years old this October. To celebrate the iconic Australian spread has collaborated with three Australian artists to design special edition anniversary jars which are to be rolled out this September.
“It’s an honour to work on a brand with such a rich Australian narrative and we are proud to collaborate with three incredible Australian artists to create a piece of history that our Vegemite fans can treasure for years to come,” marketing manager, Vegemite, Matt Gray said.
The creative brief posed the question, “What does Australia taste like to you?”
David Bromley created a piece called “Mighty”; Claudia Moodoonuthi responded with an art design called “My Vegemite Family” and Mitch Revs’ design is called “Vegemite x Revs: Rainbow Slider”.
Each of the original artworks will go for auction live today at 8pm and will last for 10 days.
Vegemite told Inside FMCG that the Australian artists nominated a charity to receive the proceeds of the sale, which will be hosted on eBay to both local and international bidders. Participants can register via the Vegemite website.
The anniversary jars show a diverse and customised designs of the Land Down Under – from the beach to Kookaburras and also the long lasting Australian family traditions.
Vegemite was invented in 1923 by Cyril Callister. His great granddaughter, pro-surfer Lucy Callister is also featured in the brand’s new campaign Tastes Like Australia.
Vegemite is hosting an art exhibition and celebration at Bromley’s studio/home in Prahran. Charlie Carrington of Atlas Dining will be creating delectable dishes including a Vegemite-inspired menu.