Marmite was faced with a dilemma: it needed to change its usage to encourage growth without losing its existing customers. In March 2007, Unilever launched 'Marmite Squeezy' to target the consumer sandwich market. This paper outlines how, through involving Marmite fans in the change in product format, along with an integrated marketing campaign, customers were encouraged to use the brand more frequently and particularly in sandwiches. The success of this campaign generated a short-term payback of £1.30 per £1 spent, with long-term payback expected to be £2.30 per £1 spent.
The Marmite case study demonstrates product innovation which solved all the previous problems of using the jar. A well-written case and the judges liked the idea of letting the audience own the brand and discuss it.
- Hilary Cross, director of external affairs, Macmillan Cancer Support
Title: Please look after this brand: the launch of the Marmite Squeezy
Entrant: DDB London
Authors: Kirsty Saddler, Sarah Carter, DDB London; Les Binet, DDB
Matrix; Alex Vass, DDB London
Media used: TV, radio, cinema, internet, sales promotion, PR
IN A NUTSHELL
The campaign successfully evolved an icon to encourage more frequent Marmite usage and secure the brand's continued support by generating short-term payback of £1.30 per £1 spent, with long-term payback expected to be £2.30 per £1 spent.