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Marmite
The Marmite Gene Project

RAN IN: UK

CLIENT
Unilever


UNILEVER

AGENCY
adam&eveDDB *Lead Agency

Will Grundy, Planning Director
Martin Beverley, Executive Strategy Director
Sarah Carter, Global Strategy Partner


SUMMARY

We've always known you either love or hate Marmite, but for the first time we asked why. The Marmite Gene Project breathed fresh life into an iconic, but faltering, British brand.Along the way, it unlocked the genome for truly modern communications, through its innovative combination of earned, owned and paid media.

CASE VIDEO


Hero Medium: PRODUCT DESIGN

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);ECOMMERCE;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Mobile/Tablet Optimised Website;OOH;Billboard;PACKAGING;PR;RADIO;Spots (Radio);RETAIL EXPERIENCE;POP;SOCIAL MEDIA;TV;Spots (TV)

Audience: Families

Objectives: Gain trial

Classification: National

Language: English