According to marketing minds Senator Pauline Hanson is a fun part of what Australia is all about – just like Vegemite. Please explain.

The One Nation leader famous for her right-wing, anti-immigration politics has been chosen to lead the first Vegemite ad in six years.

Ms Hanson heads a cast of other Australians, Australian attractions, references and historical events featuring in the 60-second video for the “Tastes Like Australia” campaign.

“It’s fun”, says Vegemite’s marketing manager Matt Gray, who hopes to pitch the spread to the more than a third of Australians now born overseas.

Mr Gray says Australia is a young, diverse and multi-cultured country with a significant proportion of Aussies not having grown up on Vegemite.

“The changing face of Australia is part of what makes our nation great, and we want to be in the homes of all Aussies, new and old,” he said.

In a nod to “hacktervising”, a stated aim of the ad “is to start a national conversation reflecting on what Australia means and tastes like”.

The advert was created by Vegemite and Bega Cheese Limited’s new advertising and creative agency, Thinkerbell.

Adam Ferrier, co-founder, chief thinker and consumer psychologist at Thinkerbell said the ad would “hopefully elevate the discussion about ‘Australianism’.”

The “Tastes Like Australia” campaign goes live to Vegemite Facebook Fans today, to air in cinemas tomorrow and will be broadcast on television for the first time on Sunday.

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