Marmite: The launch of Marmite Squeezy - IPA Effectiveness Awards Case Study 2008

Brief Description: 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 a long-term payback expected to be £2.30 per £1 spent ;---(TAGS)--- Full Title: please look after this brand - the launch of Marmite Squeezy ; Number: 2008/24 ; Brand Name: Marmite ; Client: Unilever ; IPA_ProductCoding: Food (Spreads & dips - savoury) ; Agency: DDB London ; Author: Sarah Carter, Kirsty Sadler, Les Binet, Alex Vass ;