The Marmite First Timers campaign was created in response to a survey that found 43% of 18 to 24-year-olds haven’t tasted Marmite. This Gen Z-targeted campaign features a pair of "filthy minded puppets" putting the famous spread on toast in the kitchen. As with campaigns of the past, the brand leans into its divisive nature and concludes with "Love it. Hate it. Get it on." The fact that people either love or hate the spread is a unique selling point that promises to establish a genuine connection with a younger audience than usual, especially since Gen Z values authenticity and unconventional perspectives.
Marmite's efforts to connect with a new generation will also include distributing sampling kits at universities, a TikTok challenge and a Tinder quiz, Sticky Situations.
What Makes This Trend Stand Out
- Gen Z Targeting
- The Marmite First Timers campaign targets Gen Z with a unique selling point that promises to establish a genuine connection.
- Authenticity and Unconventional Perspectives
- Gen Z values authenticity and unconventional perspectives, making the Marmite First Timers campaign appealing to this demographic.
- Digital Engagement
- Marmite utilizes TikTok challenges and a Tinder quiz to engage with Gen Z through digital platforms.
Sectors Adopting This
- Food and Beverage
- The Marmite First Timers campaign disrupts the food and beverage industry by targeting Gen Z with a divisive spread and unique digital engagements.
- Marketing and Advertising
- The Marmite First Timers campaign showcases the importance of authenticity and unconventional perspectives in marketing and advertising to effectively reach Gen Z.
- Technology
- Marmite's use of TikTok challenges and a Tinder quiz highlights the role of technology in engaging with Gen Z and evolving marketing strategies.
