Marmite Peanut Butter


This is the H2 Title style

Sed posuere consectetur est at lobortis. Nullam id dolor id nibh ultricies vehicula ut id elit. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nullam quis risus eget urna mollis ornare vel eu leo. Etiam porta sem malesuada magna mollis euismod. Curabitur blandit tempus porttitor. Lorem ipsum dolor sit amet, consectetur adipiscing elit.


Issue

Marmite is the jewel in Unilever’s food portfolio, everyone loves it or hates it, but it was something of a dormant cultural icon that needed reawakening.


Idea

We tapped into the fame and equity of the brand to take it into every corner of the media from food to travel, to celebrity to sport. This has included working with celebrity advocates, influencers and identifying moments and events where the ‘love’ or ‘hate’ of Marmite would generate earned coverage, and engaging social content.


Implementation

During holiday season we partnered with London City Airport to create an amnesty for Marmite ‘smugglers’, swapping their contraband for travel-friendly 70g jars. We created hypnosis events to (temporarily) turn haters into lovers, made a digital ad with Dean Gaffney to promote Marmite neglect, and when our Marmy Army sampled this British classic through an Ashes Test to Vegemite-munching Aussies, we sparked an international sledging war between spreads.

And when we were asked to launch Marmite Peanut Butter, we turned it into a national event. This included live on-air tastings with Piers and Susannah on Good Morning Britain, Holly and Phil on This Morning and the Jonathan Ross Show. As a result, the nation went nuts for Marmite PB, making it the number 2 sku within just six weeks of launch.


Share


Marmite Peanut Butter

We tapped into the fame and equity of the Marmite brand to take it into every corner of the media from food to travel, to celebrity to sport. Working with celebrity advocates and influencers, to build moments of Marmite ‘love’ or ‘hate’.