Marmite has had a lot of trade press coverage recently, launching their new cereal bars with their most outrageous campaign yet. As part of the campaign they have been the first advertiser to use the new Facebook sampling ads to encourage users to try the new cereal bar and to become fans of the page. This is a truly integrated activity with multiple strands that all pull together to feel like a cohesive rather than disparate campaign.
This is running concurrently with the introduction of Marmite XO, their new extra strong product, which has been named by its Facebook fans and subsequently launched on the site. There has also been a lot of effort put into building the community including special Marmarati events, a first peek at the product and a gallery of peoples’ reactions.
Why this is important for Cadbury?
It’s a great example of an what an FMCG brand can achieve by thoroughly embracing and integrating digital into a broader campaign. Their thinking seems to be closely aligned with Cadbury – pushing for media firsts, thinking carefully how to use social networks and online media, looking after existing fans and creating brand ambassadors. Marmite is in a unique position as a product rarely elicits such polarized responses. They have embraced this to create a brand that everyone you can like, even if you hate the product itself –no mean feat.
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