Marmite: Pre-hated Marmite

Marmite, a savoury food spread, launched a campaign on April Fools day to reward its lovers which saw it selling pre-hated Marmite jars on eBay.

Marmite: you either love it or hate it. The brief was to activate this brand truth on April Fools' Day, by creating a compelling experience that would engage and reward Marmite lovers and bring fame to the brand - but with zero spend and a small production budget.

Strategy

To engage Marmite fans in an unexpected way the campaign focussed on hate not love, dialling up the loathing and repulsion that haters have for the brand. It was a high-risk strategy to cut through and bring the lovers of Marmite together.

April Fools was identified as an opportunity to build...

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