Client: Marmite | Unilever
Marmite, the iconic British spread, faced a generation of Gen Z who had never tasted it, threatening the brand's future. Recognizing that this generation wasn't afraid of bold flavours or strong opinions, but were actively defining their identities, the "Marmite First Timers" campaign dared them to discover their own "love it or hate it" relationship with the spread. By aligning the brand with Gen Z's journey of self-discovery - from navigating new relationships to defining their individual worldviews - the campaign made trying Marmite a rite of passage. This was achieved through a multi-faceted approach: dominating university campuses during Fresher's Week with bold OOH and a multi-sensory "Marmite Dark Room," while playful Tinder profiles and strategically placed Spotify ads further positioned Marmite as a badge of individuality ripe for exploration. Lover or Hater? There was nothing to debate about the success of this campaign - over 1.6 million tried Marmite for the first time, an impressive 11% uplift amongst 18 to 24 year olds. It cemented its place as a cultural icon and left an enduring taste on a new generation.
