Search for the Happy Little Vegemites

In the 1950s, Vegemite aired a television commercial featuring a troupe of eight children named the Happy Little Vegemites. To solidify the brand’s image as uniquely Australian and establish a sense of continuity with the past, Vegemite launched an intensive media campaign showcasing the search for the original Happy Little Vegemites. Under the direction of Pulse Communications, this campaign turned into a mass media human interest story that captured the public’s imagination, making the Vegemite brand more iconic within Australian popular culture than ever before.