There’s a brave niche approach in advertising where you show your audience just how much people despise your product. Recently, Pizza Hut Australia gave it a try. The chain recently introduced a new pizza with Vegemite filling in the crust. Vegemite, of course, is the dark brown, salty yeast extract paste that Australians love and the rest of the world knows about because of a 1980 pop song. To promote the pizza, ad agency Host Sydney went to a backpackers’ hostel, found a bunch of foreigners and got them to try it. Having clearly never tried Vegemite, their reactions range from curious to, eventually, utterly revolted—making for a hilarious and remarkably patriotic commercial.
