There's not a lot of middle ground when it comes to Unilever's much-loved (at least in the UK) yeast spread. Marmite doesn't have consumers as much as it has passionate evangelists. Brand loyalty is unquestioned, awareness is widespread and penetration is at its peak. So, when Marmite approached us in 2001 we were excited about their deceptively simple ask, how can the brand grow?
In order to evolve Marmite from a single SKU product, we had to start by challenging brand perception. And that meant changing the way people had been consuming the product for more than a century.
The core of our idea was to make it easier for Marmite lovers to get the taste they were passionate about, more often. We developed a flexible design identity that allowed Marmite to grow into new product categories without losing its distinctive (and delightfully divisive) personality.
Our initial brief was to create a squeeze-bottle version for the iconic brand, which was the biggest change in Marmite's history. But, that was only the beginning. Since then, we’ve developed special limited-edition designs to drive incremental sales and kindle the hearts of Marmite lovers – young, old and in between.
Honoring the Queen’s Diamond Jubilee (60 years of her majesty’s reign), the commemorative limited-edition features the Union flag anchored by Marmite’s familiar brand equities.
A dream come true for brand loyalists of Marmite and Guinness. Now a collector’s item, with only 300,000 pots produced in 2007, this limited-edition generated outstanding PR for both iconic brands.
On the heels of Marmite Guinness’ success and in anticipation of Valentine’s Day, a ‘sexed up’ version of the savory spread was released in 2008 with only 600,000 ‘Lovers’ jars on-shelf.
Marmite partnered with Marston’s Pedigree, the official beer of England Cricket, to create a special limited-edition mix in celebration of the cricket season.
—Tom Denyard, Marketing Manager, Marmite
Marmite XO was a strategic play aimed at the true Marmite connoisseur. With a longer maturation, and a resulting stronger taste, Marmite XO was introduced through an unconventional campaign based on the creation of a clandestine secret society knows as the Marmati. The effort created huge excitement for the brand; capitalizing on a powerful combination of social media, strategic marketing and exquisite packaging.