Marmite – Please look after this brand: the launch of Marmite Squeezy

Marmite - owned by Unilever - is often seen by its users more as a national institution than a brand.
Agency: DDB LondonAuthors: Kirsty Saddler, Sarah Carter, Les Binet and Alex Vass

Marmite – Please look after this brand: the launch of Marmite Squeezy


From British Airways tailfins to Routemaster buses, we Brits don't like our national icons messed about with. The word our is important. We feel these institutions belong to us – not brand owners.

And this presented Unilever, owner of much loved British institution Marmite, with a huge dilemma.

If Marmite was to remain an investment priority, a change in usage leading to a step change in growth was...

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