Marmite, the spread people either love or hate, found itself in a sticky situation. Jars were being pushed to the back of the cupboard and people across Britain were forgetting about them. Our brief was to reignite passion and love for the brand and get people to take their jar out from the back of the cupboard and put it back on the table to drive sales.
We created ‘End Marmite Neglect’, an integrated campaign to raise awareness of the issue and inspire positive action.
We launched the campaign with a national news story revealing the shocking statistic that one in ten Brits had not opened their Marmite jar in three months.
A TV ad drove people to Facebook where we let them demonstrate their support for the End Marmite Neglect cause in three ways. They could donate their social space to host pre-written End Marmite Neglect slogans, nominate their friends to receive a ‘rehomed’ jar, or pledge to help end Marmite neglect with their own awareness raising initiative.
We sent a Marmite Rehoming Unit van across the country placing Marmite jars into loving homes, as nominated by friends and families.
We engaged with superfans who gave the most creative donations to the Marmite Neglect cause: one man changed his name via deed poll to ‘Mr. Marmite’, a woman donated her car to be wrapped with Marmite branding, a giant jar was painted on another’s house; and we also branded a flock of sheep donated by a Marmite loving influencer.