He is also the face of adverts for the new Vegemite spread iSnack 2.0 which commenced airing on 21 September 2009 and during the AFL Grand Final broadcast.
In addition to the tournament, the organisers had arranged the demonstrations of the boomerang and the sales of Vegemite.
It also parodies Australian people and aspects of Australian culture, such as the Crocodile Dundee, The Adventures of Priscilla, Queen of the Desert and Mad Max movies, the Australian beer XXXX, Vegemite, thongs, cork hats, the Peach Nellie, and the popular Australian songs "Waltzing Matilda" and "Down Under".
The name is taken from the iconic Australian food paste, Vegemite.
To counter, A Current Affair enlisted media personality Peter FitzSimons, who muses Vegemite to comprise, rather, "the distilled essence of Australia".