Marmite - 'Please don't spread it thinly'

This silver-winning case documents how, despite being in a declining market, Marmite managed to grow at an average of 5% p.a.
Agency: BMP DDBAuthors: Laurence Parkes and Les Binet

SILVER AWARD

Please Don't Spread It Thinly

Marmite - Hate/Mate

INTRODUCTION

Nowadays, communication needs to work harder to break through the increasing advertising noise. It is commonly believed that getting a foothold in the public's attention requires a presence across a greater number of communication channels.

This paper, however, will show how quite the opposite can be true. We show how a brave and focused new strategy, concentrating firepower (both creatively and in media terms), elevated an already strong brand to new heights.

The two linchpins of the strategy...

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