WE MADE A STATUE FROM MARMITE

PR activation to launch limited-edition ‘I Love You’ Marmite

THE CHALLENGE
Marmite has extremely loyal fans but needed to find ways to appeal to new audiences.

THE BRIEF
Launch limited-edition ‘I Love You’ Marmite in a dramatic way that cuts through across a breadth of media, and brings to life the love it / hate it positioning.

THE SOLUTION
The ‘I Love You’ Marmite was made with champagne and created to celebrate romance, so we launched this limited-edition flavour in time for Valentine’s Day.

We recreated ‘The Kiss’ statue by Rodin but made out of Marmite. A visually arresting photo shoot was staged at the top of Greenwich Park where the statue was placed in front of The Old Royal Naval College, with a view across the City of London.

We commissioned high-end jeweller Theo Fennell to create a limited-edition ‘I Love You’ silver lid, which was available exclusively at Selfridges. This let us secure coverage on product pages of glossy magazines as well as more mainstream titles.

THE OUTCOME

We achieved blanket coverage from The Daily Star through to Sunday Times Style magazine and the limited-edition flavour sold out fast. Campaign statistics also included 228 pieces of coverage with an OTS of 108 million. 22 national news pieces. DPS picture of the day in the Evening Standard. Broadcast coverage included The Wright Stuff and The Alan Titchmarsh Show.