by Maren Rawlings
When I was young, I loved Vegemite. It was applied so liberally to my sandwiches or sangers that I was excluded from the lunch swaps. “Eerk, she’s got too much”. My father had several tropical diseases from his war service in the Pacific Islands and New Guinea and my mother appeared to be influenced by the pre-war “health” messages in its early advertising. As with all good campaigns, this began with appeals to the women who controlled the petty (literally) cash on which households ran in the meagre days of the depression.
See video link to ‘A rose in every cheek’ here.
The era of emotional brainwashing began subtly. Pictures of plates of sangers surrounded by green leaves did not cut it for the exuberant post war years. A joyous jingle ran through our heads as we munched away in the allotted playground eating areas. We’re Happy Little Vegemites was our Marseilles, so that Men at Work’s “man from Brussels” could be expected to hand us a Vegemite sandwich, presumably in acknowledgement of our accent. It did not work for me incidentally and I had to remark in bad schoolgirl French, that I was not British but Australian and we grew vineyards thank you, to source some decent wine in the main square. I must have lost my down under “glow”.
It is really an addiction you know. When the spouse’s activities exiled us to the United Kingdom, I had to buy it in a 4 litre paint tin (beautifully sealed down against the six week sea voyage – where’s a chisel?). By the time we had worked our way to the bottom, the salt had absorbed the humidity and diluted it sufficiently to act like Agar agar. I rang the distributor in London. “Waddya mean it goes off?” We could grow our own antibiotics. My children with their sangers, were envied by those still convicted to school dinners (“You over there with packed lunches, put your rubbish in the bin”). You cannot food fight with a stew, easily anyway.
Now when I look at my old love, I find I can friend it on Facebook! I have imagined many personal permutations through a long life and this was a surprise that put a whole new slant on the word “spread”. The third wave of advertising is “relationships”, apparently (after “facts” and “emotions”). Is your personal space occupied by the wholesome and worthwhile? Do you love your Vegemite? Are you personally fulfilled as it caresses your gullet? Or have you had an affair with Nutella? I was a wine snob in Belgium but I can be a yeast purist anywhere in the world, sent from my iPhone.
Maren Rawlings is a fabulously diverse educator and music devotee. She has taught at city and country schools including a 22-year stint at MLC, Melbourne. She has lectured in psychology at RMIT University and Melbourne Uni, written Psychology textbooks and, in 2011, graduated PhD in “Humour at Work” at Swinburne University where she currently tutors.
Maren is President of the Star Chorale, a community choir and this year they sing Verdi’s Requiem with the Zelman Orchestra.
Photo Source: TV pinterest, Tangalooma volunteers dressed as vegemite, Weekendnotes blog.