Marmite: Love it or hate it — Learn Social Media by Example

Social Media Campaign Stat Box

: Marmite (Food Industry)

: Products and services


: Marmite lovers

: Sensory

: Late 2009-Early 2010

The thing about Marmite (what is it?) is that you either love it, or hate it. There’s no middle ground.

Due to this severe distinction, it is really easy to play on the these two groups feelings of intense love and intense hate for the product.

Marmite has been using this “love it or hate it” thing as a strategy for years, but that’s worth a whole post on its own, so we’ll do that later.

Homepage of

Homepage of

The Idea: Marmite Secret Society

Unilever appointed agency We Are Social to create a social media campaign prior to the launch of a new extra-strong Marmite product.

The campaign kicked off early November 2009 with a hand-picked collection of netizens who were invited to join the “Marmarati”, a Victorian-style secret society for Marmite lovers. These netizes were invited to an event (complete with covered eyes and blind sampling) to try out Marmarati.

Afterwards, a second wave of Netizens was invited to try out the product before it went on sale by uploading content to that expresse their love for the food. Typically, visitors are asked to vote for their favorite content.

A part of the competition

A part of the competition

Tom Denyard, marketing manager at Marmite, said, “With thousands of Marmite fans regularly talking about it online, we felt it only right to get them involved in the launch of this exciting product, which is being developed just for hardcore lovers. Social media is the perfect vehicle to help us find and interact with Marmite’s biggest fans.”

It is hard to not fall in love with this campaign because it is so well designed.

Buzz Generated: This Marmite Stuff is Love

Although it was a “secret society”, this campaign managed to get tons of feedback anyway. Their Facebook group is invite only.

Marmarati's Facebook group is invite only!

Marmarati's Facebook group is invite only!

Twitter feedback

Twitter feedback

Most of the blogosphere fell in love with this campaign. Many people also participated in the second phase of the campaign, and you can watch the videos on Maramarati.

Lessons Learned: People are competitive

1. You know, paying a little extra on a very well designed campaign can actually pay off.

2. The best ideas are the easiest told.

3. Mixing a very niche preference with a secret society kind-of-treatment gets people to become very competitive. They start wanting to be a part of your campaign.

4.  Do allow the consumers who love you to be a part of the decision making process, before the actually product is launched. That’s how you gain loyal customers.

5. Do encourage conversation, even if its categorized into only two categories: “Hate or love”.

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Comments and Reactions

  • Beiruta

    Conversation with consumers is always a good way to obtain loyalty! I totally agree. Loved the campaign, not sure about the product though :)

  • M.Bamieh

    Love the aura of danger this campaign exudes and love their simple minimalist design

  • H&K London’s Blog » Blog Archive » Web Curios

    [...] Skittles for Valentine’s Day – Part of the ongoing trend in giving people real-life (cool) stuff in exchange for engagement with brands on social media (see also the Marmarati) [...]

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