For the first time in its 98-year history, Vegemite will become a character that kids of all ages “will fall in love with”, in a new book series from New Holland Publishers Australia.
A dog called Vegemite is just like the brand personality of Vegemite, according to New Holland: “a bit of a joker who is always ready to play or help out a mate”.
In the new ‘Happy Little Vegemites’ book series, created in collaboration with Bega Cheese Limited and Vegemite, Vegemite the dog joins his best friends, Fred, Rosie and other ‘Happy Little Vegemites’ on a series of Aussie adventures.
Fred is a distant relative of the man behind the company that first developed the Vegemite spread, and Rosie’s name was inspired from the famous line in the Happy Little Vegemites jingle, ‘a rose in every cheek’.
It’s the vision of the Vegemite and New Holland Publishers teams that the Happy Little Vegemite S book series will help to boost hunger for learning and literacy all across Australia.
“When New Holland Publishers approached the Vegemite brand team with the book series idea, they were eager to explore how the brand could also help boost kids hunger for learning and literacy,” New Holland Publishers’ general manager, Victor Yoog, said in a statement.
Vegemite marketing manager Jacqui Roth added: “We’re thrilled to be partnering with New Holland Publishers to release a range of Vegemite children’s books. We hope that kids all over Australia love following the mitey adventures of Vegemite the dog and friends.”
The series begins with Learn with Vegemite board books for ages three and above, and Vegemite goes to the zoo and Vegemite meets Santa picture books for ages six and above.
There’s also a Vegemite songbook with lyrics and sheet music for kids to sing along to the ‘Happy Little Vegemites’ jingle.
More titles are in the works to continue the journey for Vegemite the dog and his mates.