Campaign details
Advertiser: UnileverBrand: MarmiteAgency: adam&eveDDB LondonCountry: United Kingdom
Objectives
Marmite is a salty spread, made from yeast extract, eaten primarily at breakfast, primarily on toast. It has a uniquely polarizing flavour that some people love, and some people hate.
As with any FMCG brand, it relies heavily on mental and contextual availability to grow sales and drive usage. But this is especially the case for Marmite, because even the biggest lovers tend only to eat a little bit at a time.
Accordingly, the brand has a protracted usage cycle, with...