Marmite (AKQA)

The launch of the new Marmite cereal bar called for AKQA to create a completely new, innovative, and creative campaign. The unusual and surprising innovation of a savoury cereal bar tied in perfectly with the “love it or hate it” approach consumers have to the brand and enabled AKQA to stimulate an online debate around the product by using videos taken at experiential sampling events, which captured consumer reactions to the new cereal bar. AKQA used KIT digital’s native social functionality and unique ability to enable and moderate user generated content to easily manage the large amount of videos. Since the launch of the campaign in March 2010, the Marmite Cereal Bar Facebook group has already won 5,000 members, who either “love it or hate it.”