Spready for it? Vegemite billboard for Taylor Swift shows Eras tour business hype

Towards the end of her massive Eras tour set, Taylor Swift delights fans with a ‘secret song’ — a deep cut from her extensive catalogue. But what if her three-night Melbourne stint included a rendition of Happy Little Vegemites?

That’s the question posed by a new billboard along Melbourne’s Tullamarine freeway that positions the iconic spread Vegemite as something for Swift to sing about.

Launched just in time for Swift’s arrival into Australia, the towering billboard formally welcomes the pop superstar on behalf of the Vegemite brand.

In a wink to Swift superfans, the billboard also shows a jar of the spread festooned with a friendship bracelet — a must-have accessory for any true Swiftie.

MediaWeek reports the billboard was a collaboration of Vegemite parent company Bega and the creative agencies Thinkerbell and Starcom.

As for Happy Little Vegemites: fans may hear Swift’s reaction to the billboard when her show kicks off at the Melbourne Cricket Ground tonight.

(Despite the best wishes of some staff members, SmartCompany claims no insider knowledge of Swift’s Eras tour setlist.)

The admittedly cute QMS Media billboard is likely to have cost the brand a dollar or two, and shows the lengths Australian businesses are willing to go to in order to capture the hearts, minds, and wallets of Swift fans.

In the Friday edition of The Advertiser, Adelaide menswear retailer Peter Shearer launched its own ad, playing off its quick tailoring credentials.

Source: The Advertiser

In Melbourne itself, businesses are offering everything from Swift-themed club nights to dress-up parties.

Across the border in New South Wales, Orange-based winery Printhie Wines has long been planning how to attract bubbly fans with its own ‘Swift’ branded products.

Fans within businesses are even taking it upon themselves to make Swift fans feel welcome.

Lucky guests at Melbourne’s W Hotel can pick up their own friendship bracelets at the front desk, courtesy of concierge Maddie Heffernan, who proudly displayed her creations on LinkedIn.

Source: Maddie Heffernan / LinkedIn.

Heffernan was not the only Australian user to share a Swift-adjacent post on LinkedIn, either.

Consider the posts that use the Eras tour to kick off commentary about Australian employment law, industrial biscuit manufacturing, and the tireless work of airport ground staff.

Ahead of Swift’s first Australian concert in years, it seems everyone is taking a bite from the Eras tour. Will Taylor herself take a bite of Vegemite? Well…