Editing Vegemite (section)

== Advertising and branding ==
Originally promoted as a healthy food for children, during [[World War&nbsp;II]] advertising emphasised its medicinal value:
<blockquote>Vegemite fights with the men up north! If you are one of those who don't need Vegemite medicinally, then thousands of invalids are asking you to deny yourself of it for the time being.<ref name=eurekacouncil>{{cite web |url=http://www.eurekacouncil.com.au/Australia-History/History-Pages/1922-vegemite.htm |title=History of Vegemite – 1922 |archive-url=https://web.archive.org/web/20080723130242/http://www.eurekacouncil.com.au/5-Australia-History/History-Pages/1922-vegemite.htm |archive-date=23 July 2008 |publisher=The Eureka Council |access-date=23 September 2010}}</ref></blockquote>
At the same time, "[[Nursing|Sister]] MacDonald" insisted that Vegemite was essential for "infant welfare" in magazines. Later advertisements began to promote the importance of the B complex vitamins to health.{{Cn|date=August 2021}}

Vegemite's rise to popularity was helped by the marketing campaigns written by [[J. Walter Thompson|J.&nbsp;Walter Thompson advertising]] that began in 1954, using groups of smiling, healthy children singing a catchy [[jingle]] titled "We're happy little Vegemites".<ref>[http://aso.gov.au/titles/ads/happy-little-vegemites/ Happy Little Vegemites] {{Webarchive|url=https://web.archive.org/web/20110422163535/http://aso.gov.au/titles/ads/happy-little-vegemites/ |date=22 April 2011 }}. australianscreen.</ref>
:We're happy little Vegemites
:As bright as bright can be.
:We all enjoy our Vegemite
:For breakfast, lunch, and tea.
:Our mummies say we're growing stronger
:Every single week,
:Because we love our Vegemite
:We all adore our Vegemite
:It puts a rose in every cheek.

First aired on radio in 1954, the jingle was transferred to television in 1956. This advertising campaign continued until the late 1960s but, as it was targeted to children, it was discontinued in favour of ads promoting the product to all ages. In the late 1980s the original black and white television commercial was [[remaster]]ed, partially [[Film colourisation|colourised]] and reintroduced. This commercial was to be broadcast periodically from 1991 to 2010.<ref name="Story"/> The two young twin girls who sang this advertising jingle were known as the "Vegemite Twins".<ref name="auto">{{Cite web |title=History of Vegemite in Timeline - Popular Timelines |url=https://populartimelines.com/t/32593/Vegemite |access-date=19 November 2022 |website=populartimelines.com |language=en |archive-date=29 November 2022 |archive-url=https://web.archive.org/web/20221129182704/https://populartimelines.com/t/32593/Vegemite |url-status=live }}</ref>

In March 2007, Kraft announced that they were trying to trace the eight original children from the campaign to celebrate the advertisement's 50th anniversary and to take part in a new campaign.<ref>{{cite news | work= [[The Australian]] | title = Modern tots replace the veteran happy Vegemites | first = Simon | last = Canning | department = Features | page = 13 | date = 15 March 2007 | access-date = 17 October 2010 | url = http://www.theaustralian.news.com.au/story/0,20867,21383399-7582,00.html | archive-url = https://web.archive.org/web/20070321151257/http://www.theaustralian.news.com.au/story/0,20867,21383399-7582,00.html | archive-date = 21 March 2007 | url-status = dead | df = dmy-all }}</ref> The 1956 commercial was to be remade with the original children, now grown, to forge a link between "the new generation and the old ad". The media took up the search on Kraft's behalf with all eight children identified in eight days and resulted in many TV specials and interviews in the Australian national media. The 50-year reunion campaign won the ''Arts, Entertainment & Media Campaign of the Year'' award at the November 2007 Asia Pacific [[Public relations|PR]] Awards.<ref>(14 November 2007) [http://offlinehbpl.hbpl.co.uk/events/6XX/PRAwards07_revised%20supp.pdf Asia Pacific PR Awards 2007] {{Webarchive|url=https://web.archive.org/web/20080517122831/http://offlinehbpl.hbpl.co.uk/events/6XX/PRAwards07_revised%20supp.pdf |date=17 May 2008 }}</ref>

[[File:Vegemite jars timeline.jpg|thumb|650px|center|Different Vegemite jars – National Museum of Australia<br />Originally introduced in {{convert|2|oz|g|order=flip|abbr=on}} [[milk glass]] jars and in sizes up to a {{convert|6|lb|kg|order=flip|abbr=on}} tin, from 1956 Vegemite was sold in clear glass jars.]]