Vegemite: a lesson in brand story chutzpah!

How’s this for a perfect example of a brand connecting with and celebrating a bigger story.

Down under, we celebrate Australia Day on January 26 with a national holiday. This year, I was eating breakfast and doing a bit of lazy jar reading (as you do!) when I noticed this message on the Vegemite label. (For the uninitiated, Vegemite is an iconic Australian breakfast spread).

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