It’s finally done – Domino’s has partnered with Vegemite to launch a Cheesy Vegemite Pizza and send fans of the Aussie yeast spread in a spin.
The limited edition pizza contains the salty, umami flavor of Vegemite topped with mozzarella on a dough base.
Since sharing the message to Domino’s Australia Facebook page Earlier today, more than 10,000 pizza fans have already flooded the comment box with comments ranging from “Breakfast pizza!” to “I have to try it as I love both Vegemite and cheese”.
“Good !!! Needs more vegemite though,” wrote one critic, adding: “Yes, I have already ordered one for my lunch today and am eating it now”.
“I was just going to check my calendar and make sure it was not April 1st!” another joked.
The news comes after months of teasing from the pizza giant.
In January, Domino’s Australia took one Facebook poll, ask fans if they would give a Vegemite pizza a try.
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The post featured footage of a Domino’s employee making the Vegemite pizza, asking fans to “Help us convince Vegemite to turn this into something”.
Facebook users flooded the post with likes and nearly 12,000 comments.
So last week, Vegemite tested the waters by partnering with a pizzeria in New York to launch a Vegemite Margherita in an effort to teach Australians to think outside the Vegemite-on-toast box.
The brand tapped pizza chef and restaurateur Giovanni Fabiano from Brooklyn’s Rosa’s Pizza for the task, adding the Aussie pie as a limited-edition off-menu.
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Domino’s ANZ Marketing Manager Adam Ballesty said it’s fitting that the Vegemite pizza has now returned to its heart.
“It’s great to see Americans enjoying what we here in Oz know is true – that Vegemite can go on with just about anything,” he said.
According to Ballesty, Domino’s has long made announcement requests to bring the unique cheesy Vegemite combination to life as pizza.
“There is something so distinctly Aussie about a Vegemite and cheese pizza, and we are delighted to be able to offer this unique combination to customers right here at home,” he said.
The launch plays into a major campaign by Vegemite to reshape the way the Aussies view the popular spread.
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Last year, the brand launched Vegemite Squeezy tubes to push Aussies to use the cold cuts in cooking – not just as a toast topping.
The product design aimed to “make it easier than ever to add our country’s umami to their favorite recipes”, according to Vegemite’s Marketing Manager Jacqui Roth.
Domino’s Cheesy Vegemite Pizza will only be available for three weeks or until sold in stores nationwide for $ 7.95 pickup.
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