# Provocative Spread Pop-Ups The Marmite Dark Room Entices Gen Z to Experience an Iconic Spread By Laura McQuarrie | Published 2023-10-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/marmite-dark-room References: [uk.news.yahoo](https://uk.news.yahoo.com/bristol-store-opens-special-tasting-100602748.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAFgHA8zaalfhLldw7vmPlJzu7s0XNtpFJxr_EXAI-0oOzl_aGuqPmo_TValV85acRSAxMIcp1gH39_Swh4cTsxZfTheZro0U8jC0_Y8CNCGuv1BsSGDVbSI3GhVNqg3NhBNH6mFVK8RqxqPRZwuhywhw0RyPrlsJlpjTN7Syvkct)  The [Marmite](https://www.trendhunter.com/trends/marmite-first-timers) Dark Room can be found at Jacobs Clothing Store on Park Street for a limited time and it invites Bristol students to discover a spread that works just as well for breakfasts as it does [late-night snacking](https://www.trendhunter.com/trends/chicken-shop). Marmite has been a household staple for decades but new research shows that 43% of 18 to 24-year-olds have yet to taste Marmite for the first time. With its Gen Z-focused campaign, Marmite is bringing the "love it or hate it" spread to a new generation. The experience speaks to curious, open-minded students and it offers everything from toast-dispensing [tasting holes](https://www.trendhunter.com/trends/sensory-dining-experience) to Marma Sutra recipe booklets. Marmite is also officially launching the Marmite Butty Call hotline so that students can call and get their orders delivered within the hour. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 85% | Activity: 91% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Gen Z Food Experiences:** Curious, open-minded Gen Z students are being enticed to try iconic spreads like Marmite through immersive food experiences. - **Targeted Marketing Campaigns:** Marmite's Gen Z-focused campaign is aimed at capturing the attention of young adults who have yet to try the spread. - **Convenience Services for Students:** By launching the Marmite Butty Call hotline, Marmite is providing a convenient and quick way for students to order and receive their spread within an hour. ### Who This Affects Most - **Food and Beverage:** With immersive food experiences and targeted marketing campaigns, brands like Marmite are driving innovation within the food and beverage industry. - **Retail:** Jacobs Clothing Store is embracing disruptive innovation by hosting the Marmite Dark Room, attracting customers and creating a unique shopping experience. - **Technology and Delivery Services:** The launch of the Marmite Butty Call hotline highlights the integration of technology and delivery services to cater to the convenience needs of students. ## Related on Trend Hunter - [Suggestive Spread Campaigns](https://www.trendhunter.com/trends/marmite-first-timers.md) - [Cross-Border Condiment Campaigns](https://www.trendhunter.com/trends/smuggler-marmite.md) - [Branded Pregnancy Scans](https://www.trendhunter.com/trends/pregnancy-scans.md) - [Experiential Student Activations](https://www.trendhunter.com/trends/hey-u-up-campaign.md) - [Yeast Spread Snack Chips](https://www.trendhunter.com/trends/marmite-crisps.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md) - [High-End Ingredient Yeast Spreads](https://www.trendhunter.com/trends/marmite-truffle.md) - [Exclusive Savory Spread Sandwiches](https://www.trendhunter.com/trends/cheddar-cheese-marmite-sandwich.md) - [Savory Spread-Inspired Cheeses](https://www.trendhunter.com/trends/cheddar-cheese-and-marmite.md)