Marmite is actively targeting young adults with an enticing and playful campaign titled ‘First Timers’. This unique initiative aims to entice those who have yet to experience the spread, as recent YouGov research revealed that a staggering 43% of 18- to 24-year-olds in the UK have never given it a try.
The campaign, strategically launched during Freshers’ week, which is known as a time of experimentation, presents viewers with an informative guide on how to eat Marmite. Equally important, it also advises on what not to do for those trying it for the first time.
To reach and engage young adult audiences, Marmite has utilized various social media platforms, as well as digital OOH promotions. This includes a TikTok challenge humorously dubbed “Are you a Marmite First-Timer?” and a playful quiz called “Sticky Situations” on Tinder. The latter asks participants to express their preference for certain behaviors in a potential partner using comical and saucy language.
Furthermore, Spotify and banner ads have been incorporated into the campaign strategy. One of the Spotify ads features a remixed version of the Giraffage track from the hero film, while another employs ASMR techniques to capture the attention of potential Marmite customers.
Laura Iliffe, the brand manager for Marmite, expressed the motivation behind the campaign, stating, “Marmite is deeply rooted in UK culture, with many of us growing up with it. We take pride in sparking debates and strong opinions among both enthusiasts and detractors. However, when we discovered the significant number of young adults who had never even tasted Marmite, we recognized the need to provoke them to take a daring step and try our unique spread.”
Iliffe continued, “This campaign marks a pivotal shift in the way we promote Marmite, putting emphasis on driving trial and reshaping perceptions. Our objective is to attract the next generation of Marmite lovers and demonstrate to young adults how to approach their first-time experience with Marmite.”
Marmite’s ‘First Timers’ campaign is indeed a bold approach to target a specific demographic, encouraging them to venture into uncharted territory with a much-loved British favorite.
