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Vegemite: Tastes Like Australia

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What do Pauline Hanson, The Big Prawn and Rebel Wilson have in common? Well - more than just being Australian. They all give you a taste of what Australianism really is; a little weird, a whole lot wonderful, and ultimately truly unique...much like the iconic and unmistakable taste of Vegemite. Vegemite has become a symbol of our national identity and in a new campaign, celebrates Australia's diversity and unity through a mega-mix of iconic faces and moments. It playfully highlights all the weird and wonderful moments that have defined Australia through history. Today the iconic brand launches its new 'Tastes Like Australia' campaign - a first in six years. The campaign is a clear departure for the Vegemite brand and is the work of creative agency, Thinkerbell, who won the Bega account last year. The 'Tastes Like Australia' campaign celebrates and embraces every part of Australia. An aim of the creative is to start a national conversation reflecting on what Australia means and tastes like.

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