Vegemite welcomes Taylor Swift Down Under in new outdoor campaign

Iconic Aussie spread Vegemite is rolling out the welcome mat in the way only it can – with a cheeky yet massive billboard message via creative agency Thinkerbell and media agency Starcom.

Located en route into the Melbourne CBD from Melbourne airport along the Tullamarine Freeway, the Vegemite billboard greeted Taylor with the message, “From one icon to another, welcome to Australia!”.

The billboard featured a friendship bracelet but Vegemite says they also have a jar ready with her name on it, if she’s up for trying it.

The billboard was live from 10pm Wednesday February 14 just in time for Taylor’s understated arrival.

The welcome extends into socials and earned activity too.

The campaign was a collaborative effort from Bega, Thinkerbell and Starcom.