Vegemite’s playful stoush with rival Marmite has taken another turn with the Aussie favourite taking its latest attack to British radio to coincide with the start of last night’s third Ashes Test.
The spot, the work of indie agency Thinkerbell, again plays on patriotism in the ongoing breakfast spread war.
Check out the new spot below:
Vegemite spokesperson Matt Gray said of the new work: “We are increasingly disturbed by Marmite’s insistence they won’t be tampering with their Marmite. If people love or hate it then surely they can do what we’ve done and find a taste that unites the country. We don’t want to mention Brexit or a parliament divided, but we think they are a manifestation of a country disjointed.
“You see Vegemite unifies. Vegemite Tastes Like Australia and that’s why we all love it. And if we are all united around our taste for Vegemite well it just follows seamlessly that invariably we’ll win the ashes,” Gray said.
The new campaign is the latest in a string of stunts the two brands have bowled at one another during the current Ashes series.
Marmite kicked things off during the first Test, using its “Marmy Army” to hand out little jars of Marmite to Aussie fans and ex-pats in the hope of luring them over to the salty British version.
Vegemite hit back with full-page newspaper ads in UK newspapers inferring British people wouldn’t like Vegemite anyway as it “tastes of Australia”.
While Marmite probably took the tone a little lower at the second Test at Lord’s by handing out sandpaper – a clear dig at the Aussies’ famed “Sandpapergate” scandal of last year – emblazoned with the slogan: “Love it or hate it we won’t be tampering with it.”
Vegemite’s response was more print ads, this time likening Vegemite’s famed red and yellow colours to the blazers worn by Marylebone Cricket Club (MCC) members – the owners of Lord’s Cricket Ground – alongside the tag, “Don your Vegemite colours today if you secretly prefer that your toast tastes like Australia.”
