Unilever - Marmite - Free Horrid Henry

Savoury spread Marmite, owned by Unilever, is well known for its unusual and honest brand slogan – you either love it hate it.

Unilever – Marmite – Free Horrid Henry

Agency name: Iris Nation Client name: Unilever Category: Brand-Building

BACKGROUND

Marmite is a British household name that competes with spreads, cereals and snacks at the breakfast table. Unusually for a brand, it is openly happy for people to hate it, and plays on that with its brand positioning. Although it is a very successful and popular brand, it’s penetration levels had stagnated recently.

The critical audience for Marmite is mums with growing families. Research has shown that if children grow up being fed Marmite then they are much...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands