The Challenge
Marmite came to us with a problem: only 18% in the UK eat toast for breakfast. Less toast means fewer reasons to buy Marmite. The strategy was to move beyond toast. Marmite is already a secret weapon for chefs and food influencers. We needed to inspire a wider audience by showing its bold flavor works in everyday dishes, giving new consumers a new reason to buy it.
The Solution
The idea and execution built on Marmite’s famously divisive nature. Some love it; others hate it. We applied this to cooking, encouraging people to use it as an ingredient. We showed delicious dishes made with Marmite, giving key ingredients subtle faces that either loved or hated being in the recipe, ending with the line, 'Love it.' Hate it. Cook with it to spark curiosity and trial. Early indication shows a significant increase in searches for 'Marmite recipe(s)' during the campaign period vs. YTD.
