A Fusion of Art, Taste, and Sport

As Australians, there are certain things that resonate deeply with our identity - from the love of sport to the taste of Vegemite on toast. These cultural touchstones are celebrated in unique ways, and when creativity meets tradition, magic happens. One such moment of magic occurred when Artist Mitch Revs collaborated with Vegemite's "Taste of Australia" campaign to mark its 95th anniversary, alongside a continued partnership with the prestigious Australian Open tennis tournament.

The collaboration brought together two quintessentially Australian icons: Vegemite, a staple in many Aussie households, and the Australian Open, the nation's largest professional tennis tournament. Mitch Revs was invited to the 2019 Australian Open in Melbourne to paint live, adding his vibrant artistic flair to the festivities.

Mitch painted a mural that captured the essence of both Vegemite and the Australian Open. Set against the backdrop of the Melbourne skyline, the mural featured iconic symbols of Vegemite, including its distinctive logo, intertwined with elements of tennis. Central to the mural was a silhouette of tennis sensation Ash Barty, poised to serve the ball with determination and grace. The mural also paid tribute to the unsung heroes of the Australian Open - the ball kids.

As part of the partnership, Vegemite became the official sponsor of the Australian Open ballkid program, providing support to the dedicated squad throughout their training and official duties. This initiative not only underscored Vegemite's commitment to fostering youth development but also highlighted the company's deep roots in Australian culture.

The collaboration between Mitch Revs and Vegemite, set against the backdrop of the Australian Open, exemplified the spirit of innovation and creativity that defines Australian identity. It was a celebration of tradition and progress, artistry and athleticism, and above all, a taste of what it means to be truly Australian.

March 20, 2024 — Mitch Revs