Brief Description: TV advertising was reviewed with changing themes form ‘Mother and Baby’ in the 1970’s to more adult themes of ‘Soldiers’ and ‘My Mate’ after 1987. Achieved faster value growth although penetration growth was lower. Audience Selection (U7A) showed the reason was an increase in consumption of those household already using the product. Advertising worked as a barrier to competition---(TAGS)---Full Title: Marmite - How the 'growing up spread' just carried on growing ; Number: 1998/40 ; Brand: Marmite ; Client: Bestfoods UK LTD ; Product Category: Food (Spreads & dips - savoury) ; Agency: BMP DDB ; Author: Lucy Jameson, Les Binet ; Prize Winners: 5 Star (Adworks ref: Advertising Works 10)