Iconic ‘Happy Little Vegemites’ ad returns

Posted by Janice Wong on 27th July 2010

Kraft brings back the iconic ‘Happy Little Vegemites’ ad to the TV screen, using a reworked version of the original tune and visuals, as part of a new campaign to promote the typically Australian breakfast spread Vegemite.

The new television commercial, which launched yesterday, combines the original 1956 version of the jingle and 1980s-colour rendition of the ad with a more modern version of the well-recognised and well-loved tune.

The advertising agency behind the campaign, JWT, also the creators of the original ad, are reviving the old TVC to show off Vegemite’s heritage and the significance it plays in the history of Australian culture.

Ben Wicks, general manager of Vegemite for Kraft Food Australasia, said:

“The Happy Little Vegemites jingle has become deeply ingrained in the Australian psyche. It is a part of our nation’s history and one of the most enduring jingles of all time; decades of Australians have grown up listening to or singing the Vegemite jingle whilst eating their toast in the morning. We want to ensure this tradition continues.

“The jingle has, over time, become just as much of an icon as Vegemite itself. In fact, we have been told that more Australians know the words to the Happy Little Vegemites jingle than the national anthem.

“The nostalgia that surrounds the campaign invites Vegemite fans of all ages to be part of Australian history; bridging the gap between those who first viewed the advertisement in the 1950s and a new generation of Vegemite fans over 50 years later.”

According to B&T, the TVC forms part of a 3-month long integrated campaign for the brand, with online, print and radio activity to launch shorty.

The ‘Happy Little Vegemites’ jingle was composed by Alan Weekes, a copywriter at JWT, in 1954, and last year it was inducted into the National Film and Sound Archive.