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Reading: Vegemite Rolls Out The Welcome Mat As Taylor Swift Touches Down In Melbourne
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B&T > Campaigns > Vegemite Rolls Out The Welcome Mat As Taylor Swift Touches Down In Melbourne
Campaigns

Vegemite Rolls Out The Welcome Mat As Taylor Swift Touches Down In Melbourne

Staff Writers
Published on: 15th February 2024 at 8:18 AM
Edited by Staff Writers
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1 Min Read
Vegemite Taylor Swift Billboard
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Taylor Swift touched down in Melbourne last night, and iconic Aussie spread Vegemite is rolling out the welcome mat in the way only it can – with a cheeky yet massive billboard message.

Located en route into the Melbourne CBD from Melbourne airport along the Tullamarine Freeway, the Vegemite billboard greeted Taylor with the message, “From one icon to another, welcome to Australia!”.

 

View this post on Instagram

 

A post shared by VEGEMITE (@vegemite)

The billboard featured a friendship bracelet, but VEGEMITE says they also have a jar ready with her name on it if she’s up for trying it.

The billboard was live from 10 pm Wednesday, February 14, just in time for Taylor’s understated arrival.

The welcome extends into socials and earned activity too.

Credits:

A collaborative effort from Bega, Thinkerbell and Starcom.

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TAGGED: Bega, Starcom, Taylor Swift, Thinkerbell, Vegemite
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Aimee Edwards
By Aimee Edwards
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Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

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