# Rival Spread Campaigns Bovril & Marmite Pitted Rival Products in a Social 'Battle of the Spreads' By Laura McQuarrie | Published 2015-07-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rival-products References: [adsoftheworld](http://adsoftheworld.com/media/online/marmite_the_battle_of_the_spreads) & [marmite](http://www.marmite.co.uk/) When there's more than one brand that dominates a category, consumers are often faced with the decision of choosing between [rival products](https://www.trendhunter.com/trends/share-a-pepsi). Whether it's a type of drink, a shoe or a particular clothing brand, many people are prepared to swear allegiance to a certain product. Despite being [direct competitors in South Africa](https://www.trendhunter.com/trends/flamin-hot-brands), Marmite and Bovril banded together for the creation of a [humorous 'Battle of the Spreads'](https://www.trendhunter.com/trends/endcondimenthoarding) on social media. The campaign involved creating witty images and text using a copywriter, designer and social media manager. As the battle got rolling over the course of three days, celebrities, media personnel and serious fans chimed in, showing off photos of tattoos of a particularly beloved spread jar brand. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 31% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Social Media Rivalry:** Opportunity to leverage social media platforms to create playful rival campaigns, engaging consumers and fostering brand loyalty. - **Humorous Brand Collaborations:** Collaborative marketing campaigns between rival brands can create a unique and entertaining experience for consumers, generating buzz and increasing brand awareness. - **User-generated Content Engagement:** Encouraging users to share their own content related to rival products can foster a sense of community and increase brand engagement. ### Sectors Adopting This - **Food & Beverage:** Opportunity for food and beverage brands to implement creative rival campaigns, leveraging social media platforms to engage consumers and drive brand loyalty. - **Advertising & Marketing:** Creative advertising and marketing agencies can collaborate with competing brands to design and execute playful rival campaigns, creating unique brand experiences for consumers. - **Social Media Platforms:** Social media platforms can explore opportunities to facilitate and promote rival campaigns between brands, driving user engagement and generating content. ## Related on Trend Hunter - [Cross-Border Condiment Campaigns](https://www.trendhunter.com/trends/smuggler-marmite.md) - [Provocative Spread Pop-Ups](https://www.trendhunter.com/trends/marmite-dark-room.md) - [Fan-Inspired Mini-Films](https://www.trendhunter.com/trends/battle-for-heinz.md) - [Friendly Rival Burgers](https://www.trendhunter.com/trends/bff-burger.md) - [Interactive Beverage-Focused Campaigns](https://www.trendhunter.com/trends/drink-duel.md) - [Branded Pregnancy Scans](https://www.trendhunter.com/trends/pregnancy-scans.md) - [Ketchup Obsession Campaigns](https://www.trendhunter.com/trends/it-has-to-be-heinz.md) - [Comical Lawsuit-Inspired Campaigns](https://www.trendhunter.com/trends/glebe-farms-oatly-lawsuit.md) - [Yeast Spread Snack Chips](https://www.trendhunter.com/trends/marmite-crisps.md)