Vegemite is as Aussie as Pauline Hanson, the Big Prawn and Rebel Wilson. All four are a bit weird, utterly unique and symbols of Australia throughout the world.

Thinkerbell’s new campaign, makes much of the weird and wonderful things that make Australia, Australia. The faces and moments that have defined Australia through history. And still do.

Tastes Like Australia is Vegemite’s first new campaign in six years. The campaign is a clear departure for the Vegemite brand. An aim of the creative is to start a national conversation reflecting on what Australia means and tastes like.

Adam Ferrier, co-founder, chief thinker and consumer psychologist at Thinkerbell believes the creative behind the campaign will prompt Aussies to think about what Australia means to them. Does it taste like Pauline Hanson? An Aussie winning the most prestigious international cycling race? Crocodiles, sunny beaches, 12 (8) apostles or Skippy hitting the drums?

It intends to be topical and thought provoking, and aims to promote a discussion about national pride, difference and unity – with Vegemite up front and centre, celebrated as an icon of the uniqueness of the Aussie nation. Hopefully, the agency says, it will spark some heated discussions.

“We live in a place full of beauty and prosper but when you think about it – it’s pretty quirky: supersized prawns and bananas, an intriguing and dynamic political environment, and the love of an underdog. These are all uniquely Australian… just like Vegemite,” explained Jim Ingram, co-founder of Thinkerbell.

“It’s really about creating a parallel of distinct, memorable and iconic moments throughout Australian history against the backdrop of Vegemite. We hope the ad will elevate a discussion about Australianism and to be honest – it is all a bit of fun. When we became custodians of the iconic Vegemite brand, we knew we needed to handle it with care – along with the entire Bega portfolio. Through Tastes Like Australia, we hope we’ve done Vegemite and Australians proud by representing everything that makes up this great country.”

The campaign launched with a 60-second film and 30-second edit, which will feature on TV and various platforms, including cinema and its own interactive microsite. The Tastes Like Australia site allows users to watch the commercial and actually navigate through each clip, talent and location to learn about its place in history.

Distinctive Tastes Like Australia billboards will also begin to pop up across Australia – bold yellow signs, red Vegemite diamonds and refined copy alluding to unique Australian events, places, and things… surfers punching sharks in comps, Aussies taking ‘speccies’, abbreviatin’ everythin’, taking a day off for a horse race, and marrying into European Royalty.

Vegemite’s own history was redefined last year, as it was bought back under Australian ownership by Bega Cheese Limited – a moment, the brand continues to celebrate. This milestone, the business believes, created a licence to truly talk to Vegemite alongside other great Australian moments.

“For nearly a century Vegemite has been a part of Australia – whether it be spread on toast, in a sandwich, sent off to troops or simply within arm’s reach in the pantry. Vegemite is uniquely Aussie and that’s one of the things we absolutely love about it.,” noted Matt Gray, marketing manager, Bega Cheese.

Ther’s also a huge opportunity to spread the love of Vegemite wider, with over a third of Australians now born overseas.

“It’s important we recognise that Australia is a young, diverse and multi-cultured country with a significant proportion of Aussies not having grown up on the iconic spread. This insight alone paves the way for new thinking in marketing Vegemite and our other brands,” he added.

“The changing face of Australia is part of what makes our nation great, and we want to be in the homes of all Aussies, new and old. Through this campaign, we want to cement our place back on Australian kitchen tables and ensure we remain as iconic as ever. We see it as our responsibility to create new connections and moments in time between Vegemite, and all members of this great nation…It’s [the campaign is] relevant, it’s fun and highly distinctive. But more than anything, it’s ultimately a toast to this great nation and a spread that well and truly deserves its place in the pantry as a true, Australian icon.”

The Taste Like Australia campaign went live to Vegemite Facebook Fans on August 1. Launched in cinemas on August 2 and will be broadcast on television for the first time, Sunday evening, August 5.

Thinkerbell won the Bega account earlier this year.