Eventographic: Marmite - Love Cafe

Marmite created a psychedelic 'Summer of love/Summer of hate' campaign to launch a lighter, limited edition version of its spread, called Marmite Summer, earlier this year.

The pop-up had a reach of one million people through social media
The pop-up had a reach of one million people through social media

To complement its colourful ad and outdoor initiative, the Unilever brand worked with agency W Communications to create the Marmite Love Cafe.

The pop-up on 4 and 5 August was located in the Soho Grind cafe on London's Beak Street.

On arrival, guests were asked for their Twitter handle. This was entered into a 'Love-ometer' designed for the activation, and after a few moments of mulling over the user's general sentiment on the social network, the tech turned on either the 'lover' or 'hater' light.

Lovers were treated to either a Marmite Summer-and-cheese toastie or Marmite Summer on toast for free, and a Soho Grind coffee. Haters were punished for their online negativity and asked to pay the full price.

The cafe's decor featured 1960s Woodstock-inspired details such as wild flowers in glass jars, lava lamps and a vintage record player.

Philippa Atkinson, assistant brand manager for Marmite, said: "With an innate ability to create talkability and buzz, Marmite owns a unique territory and we aimed to build on this with the launch of our integrated advertising campaign and the Marmite Love Cafe. This summer, we want to encourage the British public to be lovers, not haters."

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton