Rosella will celebrate its 120th birthday this week with a social media campaign calling on Australians to share their own Rosella memories, stories and memorabilia using the hashtag #Rosella120.

Since 1895, the historic brand, which supplies Australian grown, made and owned soups and sauces, has been a staple in Australian households and has supported Australian farmers and businesses. Rosella is now owned and operated by Sabrands, who rescued it from receivership in 2013.

“We are extremely proud of our history, growing from humble beginnings in a backyard operation in Carlton to a much loved Aussie brand,” Dan Presser, chairman of Sabrands and owner of Rosella, said.

“For 12 decades, the colourful native bird has taken pride of place in Australian households, and we will do all we can to continue serving Rosella’s unique products for another 120 years and beyond.”

The brand will also release a star-studded birthday video, featuring ‘Happy Birthday’ messages from Australian celebrities, media personalities and members of the public on its website and social media channels.

The video includes messages from Jimmy Barnes, Richard Mercer and Denis Walter OAM. Renowned television presenter Sally Williams – known for posing nude behind a giant bottle of Rosella Tomato Sauce in Nick Morris’ painting Aisle 2 – also makes a guest appearance.

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