Marmite XO: Cult Classic - How the Marmarati launched Extra-Old Marmite using only earned media
Principal Author: Nathan McDonald, We Are SocialContributing Author: Tom Denyard, Unilever
The Context
Marmite consumption: beyond Love and Hate.
Marmite is a household name in the UK, a national treasure that presents itself as a brand you either ‘Love’ or ‘Hate’. Actual consumption patterns are not so black and white. Within the group of people who define themselves as ‘Lovers’ of Marmite, research showed that there is both ‘extreme’ and a ‘casual’ consumer of Marmite.
Research conducted by Frank research for Unilever...