Campaign details

Brand: Marmite
Brand owner: Unilever
Lead agency: AnalogFolk
Contributing agencies: Mindshare
Country: United Kingdom
Industries: Sauces, seasonings, condiments
Media channels: Email marketing, Packaging & design, Product sampling, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

For years, Marmite's viewpoint on its product was that you either love it or hate it. Marmite wanted to reach out to those people who hadn't yet made up their minds and to get existing haters to reconsider their view. To do this, it needed a way to reignite the conversation about loving and hating Marmite, and to explore what causes this division. And so the Marmite Gene campaign was born.