The Phenomenon BeginsIn 1937, another intriguing promotion was launched: a limerick contest with substantial prizes, including Pontiac cars. Entries poured in and Australians were finally purchasing and eating Vegemite on a massive scale. Vegemite was well and truly on the road to success! Immediately prior to the outbreak of World War II, Vegemite gained official product endorsement from the British Medical Association. This allowed Vegemite to be advertised in the Australian Medical Journal, and for medical professionals to recommend Vegemite as a Vitamin B rich, nutritionally balanced food for patients. By 1942 Vegemite had become a permanent fixture on Australian tables. However, tough times were experienced during World War II when supplies for the civilian market were rationed on a strict per capita basis. This was in order to meet the demand of the Armed Forces which were buying Vegemite in seven pound (3.2kg) and eight ounce (227g) tins, plus 1/2 ounce (14g) individual portions because of the product’s nutritional value. Fred Walker’s company kept Australians aware of why Vegemite was in short supply and continued to promote the healthy virtues of Vegemite, such as the high level of Vitamin B within the spread. Throughout the years of conflict, this message generated immeasurable goodwill for the product. When world peace finally arrived, Australia experienced a post-war ‘baby’ boom’ creating a huge new market for Vegemite. People with years of Infant Welfare experience, such as baby care expert Sister McDonald, said in the Women’s Weekly that “Vegemite is most essential”, further cementing Vegemite’s reputation for nutrition and wholesomeness. Infant Welfare Centres were recommending babies have their quota of Vitamin B1, B2 and Niacin - of which Vegemite has them all! Australians Sing for their VegemiteIf asked, most Australians could sing the Vegemite theme song. The jingle was first performed on radio in 1954 when The Happy Little Vegemites - a trio of bright youngsters with a vital beat - burst into song with the ‘Happy Little Vegemites’ toe-tapping jingle. Two years later, the Happy Little Vegemites were no longer just a voice on radio. Kraft adapted the popular ‘Happy Little Vegemites’ campaign for a television audience showing healthy young children in happy scenes. Kraft’s ‘Happy Little Vegemites’ campaign continued intermittently on radio and television until the late 1960s. In the ensuing years, the ‘Happy Little Vegemites’ advertising campaign was replaced by other commercials depicting Vegemite as a nutritional food for people of all ages. It wasn’t until the late 1980s when the original ‘Happy Little Vegemites’ commercials were dusted off and colourised, that new generations of Australians were given the chance to experience the nostalgia of Vegemite. |
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