Vegemite writes to Queen seeking 100th birthday card

Australia’s iconic spread – Vegemite – is going to great lengths and needs the Queen to help it achieve an important milestone.

Exclusive: Iconic Australian brand Vegemite has written to Queen Elizabeth II seeking a 100th birthday letter to mark its centenary next year.

In a bid to get Her Majesty’s attention, Vegemite’s parent company Bega has also produced some cheeky billboards that will be driven around London landmarks.

The large yellow and red billboards will hit British streets from Friday, in honour of the Queen’s Birthday long weekend in Australia.

“G’day your Majesty. As we celebrate your birthday down under, just a heads up that next year we’re turning 100. Can’t wait for your letter!” the billboards read.

Vegemite billboards have been seen around iconic London landmarks spruiking a message to the Queen, in the hopes she will write a 100th birthday letter to the brand. Picture: Supplied

Bega Foods executive general manager Adam McNamara said he knew getting a hold of the Queen – who just celebrated her Platinum Jubilee to mark her 70 years on the throne – would be “no mean feat”.

“We’ve sent one letter at this stage but are hopeful the billboards will get her attention. The message is portrayed in a fun Aussie way,” he said.

“Given Vegemite is wound up in our culture, and on such a momentous occasion, it would be good to get her nod.”

If successful, Mr McNamara believed Vegemite would be the only Australian brand to receive a 100th birthday card from the Queen.

Bega, the parent company of Vegemite, is writing to Queen Elizabeth II seeking a 100th birthday letter from her to mark the brand's centenary next year. Picture: Supplied

An old Vegemite advert promoting the vitamins in the spread. Picture: Getty Images

The dark yeasty concoction first hit the shelves in 1923 and has since evolved to be a staple of Australian pantries.

It’s been the centre of a many a debate – do you lather the sticky condiment on your slice of bread or spread it sparingly?

“I like to spread it thick – a generous portion of vegemite,” said Mr McNamara.

Another popular debate is how the Aussie favourite compares to its UK equivalent.

“No doubt for me Vegemite is the superior product to Marmite,” Mr McNamara said.

“It’s a bit like comparing the Australian cricket team to the English – Vegemite wins hands down.”

A Vegemite advertisement during WWII. Picture: Supplied

The recipe – a highly regarded secret – has remained the same since Dr. Cyril P Callister concocted the product using brewer’s yeast for the Fred Walker Company (later Kraft Foods).

A national competition was then launched with a 50-pound prize on offer to name the product and so Vegemite was born.

Some other milestones include the Happy Little Vegemite song, which first aired on the radio in 1954 and later became the jingle of the original TV adverts.

In 2016, Cook St in Port Melbourne – where the product is made – was officially renamed Vegemite Way and a year later the brand returned to Australian management for the first time in 90 years when it was bought by Bega Cheese Ltd.