Vegemite jar made of white opal glass
This type of jar was used to package Vegemite between 1935 and 1945.
Vegemite has enjoyed 'Australian icon' status since World War II when it was recognised as one of the world's highest food sources of vitamin B. It was sent to war with the troops and rationed at home. The marketing strategy that put Vegemite in 9 out of every 10 Australian homes in the 1940s, 50s and 60s emphasised the value of Vegemite to children's health.
The Vegemite advertising jingle, "Happy Little Vegemites" first aired on public radio in 1954 and was followed on television in 1956. These advertising campaigns continued on radio and television until the late 1960s, after which Vegemite was promoted as a spread for people of all ages. In the late 1980s the original black and white television commercial was colourised and reintroduced in order to capitalise on the strong nostalgic element of the ads. Very few Australians who had heard or seen the original ads would not recognise the jingle.
Vegemite is recognised around the world as an iconic Australian product.