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Apartment

headlinecnen
You either love it or hate it.
basics
Industry: Food
Media:TV & Cinema
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
Description / Synopsis


A gorgeous girl invites a young man back to her flat. When they kiss, he recoils. We cut to the kitchen and see she's been eating Marmite bagels.

Philosophy/Solution


This case documents how, despite being in a declining market, Marmite managed to grow at an average of 5% p.a. between 1995 and 2001. This was achieved with little more than an extremely effective ad campaign and associated PR. This activity was instrumental in repositioning Marmite's brand image and re-introducing lapsed users. Econometrics showed how the £12.4m spent on advertising increased sales by £53.5m and that without the advertising and PR the sales would have fallen by 26%.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Production Company:
Director:
Other credit:Account Director Karen Fisher
Account Planner Laurence Parkes
Strategic Planner Lucy Jameson
Agency Producer Anni Cullen
Advertising Manager Paul Nevett
awards
IPA Effectiveness Awards 2002
Effectiveness Company of the Year sponsored by Thinkbox
IPA Effectiveness Awards 2002
Silver Award
Cannes Lions International Festival of Creativity 2000
Silver
Savoury Foods
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