Marmite plots further pop-up shops

By John Reynolds, marketingmagazine.co.uk, Friday, 25 June 2010 10:30AM

Unilever is planning to open a number of Marmite pop-up shops as it looks to establish the brand's positioning in new areas.

Marmite: pop-up shop in Regent Street

Marmite: pop-up shop in Regent Street

Marmite opened a limited-edition pop-up shop in Regent Street, London last year.

It is now poised to launch new pop-up shops in 2011. The outlets will have a new location and will be different to the previous incarnation.

Matt Burgess, managing director of the brand, admitted it is plotting further launches.

He said: "We are looking at 2011 and it is under serious consideration. But it needs to be slightly different than before. It needs to be a new location, unusual location and bespoke."

The pop-up shop in London was open seven days a week and stocked more than 100 Marmite-inspired products, some of which were sold exclusively at the store.

Products included food, clothes, artwork and Christmas boxes. The pop-up shop was promoted through the brand's Twitter following.

To read the full interview with Burgess, look out for next week's issue of Marketing.

This article was first published on marketingmagazine.co.uk

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