Marmite: Please don't spread it thinly - IPA Effectiveness Awards Case Study 2002

Brief Description: This case documents how, despite being in a declining market, Marmite managed to grow at an average of 5% p.a. between 1995 and 2001. This was achieved with little more than an extremely effective ad campaign and associated PR. This activity was instrumental in repositioning Marmite's brand image and re-introducing lapsed users. Econometrics showed how the £12.4m spent on advertising increased sales by £53.5m and that without the advertising and PR the sales would have fallen by 26%. ;---(TAGS)--- Full Title: Please don't spread it thinly. Marmite - Hate/Mate ; Number: 2002/59 ; Brand Name: Marmite ; Client: Unilever Best Foods ; IPA_ProductCoding: Food (Spreads & dips - savoury) ; Agency: DDB Matrix ; BMP DDB ; Author: Laurence Parkes, Les Binet ;