Tips for First Timers

Client: Marmite

Recruiting a new generation of Marmite lovers. Marmite, a once-popular spread in British households, faced a declining category, falling market share and lower penetration. Shockingly, 43% of 18 to 24 year olds, neither hate nor love Marmite, in fact they had never even tasted it (YouGov). Drastic action was needed to turn this round and bring young adults into the brand before yet another future generation grew up in a Marmite-less home.

Introducing ‘Tips for First Timers’; a campaign daring young adults, and equipping them with tips, to dive into the love-it-or-hate-it world of Marmite during their moments of discovery and experimentation. Embedding Marmite into the realm of inquisitive emerging adults, we harnessed the pivotal moments of experimentation, crafting a plan that honed in on channels, partners, and hotspots where our fumbling first-timers thrived.

Lover or Hater? There was nothing to debate about the success of this campaign - over 1.6 million tried Marmite for the first time, representing a 4% lift for all adults and an impressive 11% uplift amongst 18 to 24 year olds. The campaign transformed Marmite Virgins to Lovers and left an enduring taste on a new generation.