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Vegemite celebrates diversity with billboards, recipe promotion

Vegemite has launched a series of recipes celebrating Australia’s diversity of cultures during Harmony Week. 

Vegemite has released four recipes with cooking ideas from different cuisines: beef and black bean stir fry, cheese spaghetti, shawarma skewers, and beef pho. The recipes will be available on Vegemite’s website and social media channels.  

As part of the Vegemite Harmony Week campaign, the company has unveiled giant billboards featuring the headline ‘Tastes like Australia’ translated into the country’s 10 most-spoken languages, including Mandarin, Arabic, Cantonese, Vietnamese and Italian. The multilingual ads will also be posted on social media.

“Australia is a wonderful and truly unique nation, but more than anything, it is diverse and multicultural,” said Jacqui Roth, marketing manager – spreads at Bega Cheese. “Like the platypus and the Big Prawn, Vegemite is a symbol of Australia’s national identity, so we feel we have a duty to recognise how important different cultures have been in shaping our country… and our national cuisine for that matter.

“This past year has shown us how unique Australia is and how great we are as a country. We want to encourage Aussies to celebrate our culture and the ingredient that makes us great – our people,” Roth added. 

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