There's a brave niche approach in advertising where you show your audience just how much people despise your product. Laphroaig scotch has been doing this for while, turning its polarizing taste into a selling point. Now, Pizza Hut Australia is doing something similar.
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.
Your move, Marmite.
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