Marmite unveils brand shrine
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Marmite has ended its spoof political Love/Hate campaign by unveiling a Marmite shaped monument for lovers of the brand.
Marmite shrine
Unilever, Marmite’s parent company, says the sculpture in Burton upon Trent will provide a place for fans to “congregate and worship” the salty spread and “marks the nation’s unconditional affection towards one of Britain’s most iconic brands”.
Marmite is encouraging fans to make a “pilgrimage” to the shrine and has adopted location based social networking services Foursquare and Facebook Places to allow visitors to “check-in” to the Marmite shrine.
The “Monumite” also includes a digital content element that allows fans to download unique content celebrating the history of Marmite and Burton to their mobile phone via Bluetooth.
The shrine for “Marmite-mad lovers” was installed by Marmite’s Love Party to allow people to “worship” the brand as outlined in its party manifesto victory pledge.
Marmite launched the Love/Hate campaign, created by DDB, in June to play on the public interest in the general election.
The Marmite Love and Hate parties each had a manifesto, and the Love Party was revealed as the winner.
The sculpture has been design to act as a “sustainable and long-term piece of public art” as well as seating for children and a platform for adults at public events.
The shrine follows the launch of Marmite chocolate as part of a Christmas gift range.
YouGov Insight:
Breakfast
- Over half of all respondents (57%) always eat breakfast with a quarter saying they rarely or never do.
- Working status is a key factor in who eats breakfast, as clearly time is of significance.
- Just 54% of those working full-time always eat breakfast compared to 59% of part-time workers and 74% of those who are retired.
- Just 44% of those who say ’my life is very stressful’ eat breakfast. It is possible that these consumers could be persuaded that eating breakfast would help to deal with the stresses of the day.
- Some 13% of respondents feel that they ’don’t really have time to eat a proper breakfast on a working day’ (rising to 19% of those who work full-time and 23% of those whose life is very stressful).
