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.


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands