Social media campaign spawns new Marmite spread
Still looking for ways to get value from social channels? Then take note! Unilever has successfully used a social media campaign to help market test and launch a new product in the shape of Marmite XO.
Marmite XO is an 'extra mature, extra strong' version of the manufacturer’s yeast spread, which is known for its 'Love it or Hate it' brand positioning and is set to go on sale to the general public imminently.
Tom Denyard, marketing manager for Marmite, said: "With a creative conceit that intrigued and excited at every turn, we gained access to and then built relationships with our most devoted and vocal fans, working with them to ensure that we’d product a product that they would both love and recommend."
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