Marmite was faced with a dilemma: it needed to change its usage to encourage growth without losing its existing customers. In March 2007, Unilever launched 'Marmite Squeezy' to target the consumer sandwich market. This paper outlines how, through involving Marmite fans in the change in product format, along with an integrated marketing campaign, customers were encouraged to use the brand more frequently and particularly in sandwiches. The success of this campaign generated a short-term payback of £1.30 per £1 spent, with long-term payback expected to be £2.30 per £1 spent.

Judge's comment

The Marmite case study demonstrates product innovation which solved all the previous problems of using the jar. A well-written case and the judges liked the idea of letting the audience own the brand and discuss it.

Hilary Cross, director of external affairs, Macmillan Cancer Support

For the complete case study visit the WARC website.