April Fool’s Day offers advertisers a unique opportunity each year to engage audiences in a light hearted, and often memorable, way.
This year has been no different.
Doughnut Time’s VEGEMITE doughnut
Australian doughnut brand, Doughnut Time, launched the VEGEMITE-inspired doughnut. This limited-edition treat, available exclusively at Ampol Foodary outlets on April 1, marks the brand's playful contribution to April Fools' Day.
The VEGEMITE Doughnut blends Australia’s iconic savoury spread with Doughnut Time’s signature Chocolate Custard Doughnut. The doughnut features a rich chocolate icing topped with vibrant red and yellow sprinkles, and is filled with a salted VEGEMITE custard.
The collaboration between Doughnut Time and Ampol offers a unique and adventurous snacking experience for Australians on April Fools' Day, showcasing the brand’s commitment to delivering innovative and high-quality treats. The VEGEMITE Doughnut plays on Aussie nostalgia while introducing a bold new flavour twist.
“For years, Aussies have been showing us just how versatile VEGEMITE can be, it’s a staple beyond the breakfast table,” Georgia Fink, brand manager at VEGEMITE. said.
“We’ve seen it in everything from pasta sauces to pastries. This Doughnut Time collaboration is another fantastic example of that Aussie creativity, bringing our famous flavour to life in a bold new way.
Virgin Australia’s Emotional Baggage Allowance
Virgin Australia has introduced Emotional Baggage Allowance, available exclusively on April 1, 2025.
The tongue-in-cheek initiative offers travellers the chance to check in more than just their luggage by leaving their emotional baggage in the hands of Virgin Australia crew.
The service aims to ensure passengers can enjoy their flights free of emotional weight, with a nod to a 2024 eharmony survey revealing that 47% of participants acknowledge carrying emotional baggage.
El Jannah’s Charcoal Skincare Line
El Jannah has launched skin care line, Flame & Glow: El Jannah’s Charcoal Care, a playful departure from its signature charcoal-grilled meals into the world of beauty. This limited-edition line is available exclusively on April 1.
The Flame & Glow collection features products inspired by the brand's iconic charcoal grill, including a charcoal face mask, hand cream, hair scrub, and toothpaste. Each product incorporates the essence of El Jannah's famous charcoal, promising a range of benefits from deep cleansing to hydration and added volume for hair.
"We’ve always been about bringing people together with bold flavours and unforgettable experiences," Adam Issa, head of marketing at El Janna said.
"This April, we’re taking that experience beyond the plate. With 'Flame & Glow', we’re giving our fans a chance to 'glow up' with the legendary smoky touch they know and love – this time, for their skin."
Lipton Iced Tea product discontinuation
Lipton Iced Tea caused a stir with its early April Fool’s ad, announcing the discontinuation of its popular Peach Iced Tea flavour on March 18.
In a post to its social media titled Rest in Peach, the drink’s manufacturer announced it was discontinuing one of its most popular products.
“You may have heard that our iconic Lipton Peach Iced Tea flavour is getting discontinued,” the post read.
“We know, it hurts (sorry if we’ve ruined your go-to afternoon chill bev). But don’t worry, the rest of your faves are still here to keep you refreshed. And who knows? Maybe one day. Peach will make a legendary comeback.”
The following day, Lipton came clean. The post was a joke, confirming the flavour would remain. Stating, "Oops, is it still March? Got my dates mixed up... thought it was April Fools already".
Subway x Birds Eye butty buddies
Over two days leading up to April Fool's day, fast-food chain Subway and frozen foods brand Birds Eye were teasing a collaborative April 1st joke.
Then on April 1st, the brands revealed their final product the humble chip buttie - a buttered roll with hot chips and a drizzle of tomato sauce.
Whisker’s Cat Pu scented candle
Whisker, a manufacturer of pet tech and refined pet accessories such as the Litter-Robot, released an April Fool’s advertisement for its Cat Pu Scented Candle.
“A scent lost to time. Burned into your forever memory,” the ad states.
“Because of Litter-Robot this scent may be lost forever. Until now. Relive the ‘scentimental’ experience with CAT PU / No. 2.”
The ad then tells customers the product is available for a limited time and only to those who order a Litter-Robot on April 1. But there is a twist, while customers will receive the candle, it will smell like roses to promote the product’s aim of keeping a home smelling clean.
Whisker's advertising campaign took a ‘full-funnel’ approach, with teasers across social media, email, and influencer partnerships leading up to April 1, followed by a paid media boost on the day itself to drive both interaction and sales.
dusk Man Musk Scented Candle
Specialty home fragrance retailer, dusk, announced a scented candle for April Fool’s Day, a “new scent for tradie lovers…”
Man Musk is designed for those who appreciate the rugged scent of a tradie after a hard day's work. The candle combines earthy, musky, and sweaty notes to capture the essence of a man who's been working hard.
Man Musk blends timber, leather, and a hint of sweat and steel, offering a bold and unapologetic fragrance. It’s a cheeky tribute to the distinct scent associated with tradies, providing a unique experience for those drawn to the raw, rugged aroma.
“We know there’s something irresistible about the scent of a tradie, and Man Musk is for all those who can’t get enough of it,” Jeremy Taylor, chief marketing officer at dusk said. “It’s for those who crave that perfect blend of strength, sweat, and masculinity, minus the dirty boots and hard hat.”
Prime Video Sport
Amazon's streaming platform Prime Video Sport pranked its Instagram followers announcing that England had turned the cricket world upside down, withdrawing from the 2025-26 Ashes series.
"Having not won a Test match in Australia since 2011, they have come to the conclusion that there's really no point; instead, claiming a moral series win," the post read.
"Groundbreaking news... luckily it's April Fools day."
Welch's and Skippy ice-cream
American candy company Welch's and peanut butter brand Skippy have collabed to launched a PB&J swirl ice cream.
While the Instagram post notes that this isn't a joke... either way the comment section is loving it.
Life Blood's hot sauce sanitiser
Blood donation company Life Blood Australia has taken April Fool's day as a marketing exercise to promote their limited-edition hand sanitiser.
But instead of sanitiser the brand has launched a Lifesauce filled with hot sauce.
"You'd be a fool to not get your hands on this hot sauce, or should we say, Lifesauce? Perfect to spice up your post-donation party pies," the Instagram post read.
"April Fools jokes aside, we understand kind hands need care, and our limited-edition hand sanitiser is just what you need to keep the bugs at bay. Get yours with every three donations, while stocks last."
Decaf Dared Iced Coffee
Dare Iced Coffee, a popular Australian beverage brand, continued its yearly April Fool’s tradition by promoting a "Dare Decaf" variant, suggesting a decaffeinated option for their iced coffee line.
This promotion, with the tag line 'for those who love coffee but hate staying awake', was designed to amuse audiences by playing on the idea of a decaffeinated iced coffee.
These annual pranks typify Dare Iced Coffee's commitment to engaging with audience through humor and creativity, reinforcing their brand's playful identity.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.