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...