Marmite XO: Cult Classic - How the Marmarati launched Extra-Old Marmite using only earned media

This social media-led campaign was based around the Marmarati - an "exclusive" online club that promoted Marmite XO, a limited-edition variant of sandwich spread Marmite.

Marmite XO: Cult Classic - How the Marmarati launched Extra-Old Marmite using only earned media

Principal Author: Nathan McDonald, We Are Social Contributing Author: Tom Denyard, Unilever

The Context

Marmite consumption: beyond Love and Hate.

Marmite is a household name in the UK, a national treasure that presents itself as a brand you either ‘Love’ or ‘Hate’. Actual consumption patterns are not so black and white. Within the group of people who define themselves a