Retail Case Studies
Marmite & Reading For Life
Tuesday, September 15th, 2009The Brief
Marmite
- To build on Marmite’s brand strategy of Marmite as brain food through a relevant partnership
- To drive sales of Marmite 250g jars
- To provide a unique added value premium to their consumers in line with the love/hate positioning of the brand
Reading For Life
- To develop partnerships that encourage 8 – 16 year old boys to read, with a particular emphasis on parent/child reading
- Reading for Life is a celebrates books but is also a celebration of words in every form
Marmite/Reading for Life
- Produced by Unilever, Marmite is one of the best known and most loved household brands, used by families nationwide
- The partnership will be on pack from 28 August 2009 on 2 Million 250 g jars of Marmite
- Distribution is through all major multiples and key convenience stores.
- Marmite consumers will receive one free Horrid Henry audio book with every jar of Marmite
- Consumers can collect 5 titles by means of a unique code found on the reverse label of each jar
- Orion Children’s books are out content partner for Horrid Henry & Audible.co.uk our audio book partner
Promotional Support
The Promotion will be supported:
- On Line at the Argos Website
- Via Press Ads
- Via Radio
PR Campaign overview
- Marmite Pyjama Party with Sinitta
- Media interviews across a range of media with Sinitta
- Radio Day with Sinitta and NLT representative
- Guaranteed routes – radio and print comps
Example Radio Ads
