Marmite are an innovative bunch. Not satisfied with yeast extract-on-toast they started to experiment with Marmite flavoured savoury products. First came cashews and crackers.
Now there’s the world’s first savoury cereal bar.
To introduce the bar to the unknowing public we asked the question – what Marmite product would go too far? And then we sent it to them via DM.
Marmite toothpaste caught our audience’s attention and imagination. Coupon redemption exceeded the target by 81% at 5.47%. Facebook views increased by 135% and 3,000 new fans joined in. And the packs were highly sought after – one sold on eBay for £17.
And if you happened to be wandering through a train station it’s quite likely you were handed a bar and invited into a booth to try it and capture your reaction on film. Over 250,000 people took a big bite of the new bar – 4,500 on film. These reactions were then played across London underground digital media - billboards and escalator panels. From the faces they pulled most weren’t loving the new Marmite snack.