Consuming Anzac ― The History of Australia Most Powerful Brand

In the years after the Great War, Australian memorials were often engraved with a simple request, ‘Let silent contemplation be your offering.’ Today, remembrance is fuelled by a booming Anzac industry: luxury cruises to far-flung battlegrounds; commemorative sporting contests; souvenirs; and mass-produced Anzac biscuits. How does the Anzac Industry shape the way we remember war? And why do marketers seek to align their brands with a failed military campaign?

Consuming Anzac reveals how consumer culture has proved central to the contemporary resurgence and proliferation of the Anzac tradition. In probing the ways in which war memory has been produced, marketed, and sold since 1915, it offers new insights into the dynamic commercial world and mutually beneficial relationships that underpin the commemoration of war in the twenty-first century.

After spending a decade working in advertising and marketing at companies, including Sony Music, Dr. Jo Hawkins enrolled in a PhD in History at the University of Western Australia. She is currently the Manager of the UWA Innovation Quarter.