Post on 14-Dec-2014
description
Agenda
• The Business Problem• Exploration of Research• Findings and Insight• Solution
THE MARMITE MUNCH
www.marmite.com
The Brief
• Drive re-appraisal
• Drive to shelf
• Drive involvement and engagement
Business Problem
• Engaging but not buying• Decline in sales
THE MARMITE MUNCH
www.marmite.com
Chris
Alice
Focus Group
•Lovers have consumed it since childhood
•Unique taste is why they remain loyal to he brand
•“Marmite makes me happy” AB Male 21
Focus Group
•Perceived taste
•Not sure what it can be eaten with
•“The smell puts me off” – BC Female 22
THE MARMITE MUNCH
www.marmite.com
There’s a thin line between
love and hate…“Black and yellow”
“Marmite = life blood”
“The dark side”
“Strong, unique, thick”
Q “Do you love or hate marmite?”
A “I hate it but I only eat it with pasta”
Q “Do you like marmite?”
A “Yes, but I only eat it with toast”
Insight
Marmite Consumer
High expectations...Morale boost
Humour
In-between love & hate
Post university lifestyle
Perceptive Taste of marmite
Enjoy Recreational
activities
Embattlement
Morale boost
Love & hate restrictions
Post university life
Combating the battles of life
THE MARMITE MUNCH
www.marmite.com
THE SOLUTION...
TV ad
“MARMITE
THE ONLY THING IN LIFE THAT’S CONSISTANT”
THE MARMITE MUNCH
www.marmite.com
Munch on Marmite
•Dancing army•Picnic & BBQ event•Stalls •Unsigned acts ‘battle of the bands’•Minimum 4,000 person capacity•Win a Marmite Hamper
Hyde Park
Regents Park
Kelvingrove Park - Glasgow
Focus Group – Campaign ideas
•“Party in the park” - Live acts•Would travel to picnic location•Coaches from universities etc•“After party?”
Basic roulette rules
Themes:Different marmite products“Just the jar”Create your own
Future...Football themedOlympic themedBoard game
MOBILE “My friend made me try marmite, now I love it”
Marmite alarmLocate marmite“100 ways”
ABOUT US
YOUR RECIPIES
MARMITE ROULETTE
LOCATE MARMITEYOUR RECIPIES
GAMESMERCHANDISE
YOUR TOP 100 WAYS TO USE
MARMITEWIN
PAINTBALLIN
G!
Web “I’m not sure what to use marmite with”
VIEW MOBILE APP
THE MARMITE MUNCH
02/07/11
“100 WAYS, 100 DAYS”Marmite twitter ‘trends’#day1marmitewithbagelsandbanana
SOCIAL MEDIA
Promoting other platforms
Speaks for itself!
To the shelves...
Not opportunity...ENGAGEMENT
7am
12am
7-8am Wake up, wash, dress
3pm
1-2pm Lunch
6-11pmCatch up TV, check e-mails,
social networkingExplore online
work work
Media Plan
•Key dates:6th June – Pre-launch2nd July – Launch day4th September – End of campaign
Measurement
Cutlip et al’s evaluation model.
Implementation - consumers who have received these messages
Preparation - validity of key objectives and messages.
Impact - Has their perception changed? Have they purchased the product ?
Tracking studies and econometrics
Benefits of our campaign•Increase sales to every 7 weeks• Adaptable •Engaging •Controversial•Relevant •IT WORKS!
Recognise brand as a morale boost
Weaning off Love & Hate
THANK YOU FROM