PAK'nSAVE Rescue (PAKnSAVErescue) To protect and serve (on toast): Sanitarium and Saatchi & Saatchi fan the Marmageddon flames. Absence, they say, makes the heart grow fonder.
And, after the Sanitarium factory was knocked around by the Christchurch earthquakes, passionate yeast spreaders have been pining for their regular slathering of Black Gold. So, in what most see as a company making the best of a bad situation and what some cynics see as a stunt to raise the profile of the brand, Sanitarium and Saatchi & Saatchi launched the Don't Freak Out campaign to assure eaters Marmite would be back. And it's continued that approach with a competition asking Kiwis to prove how far they'll go to protect their stash.
Fanning the Marmageddon flames. By Ben Fahy, Since the Sanitarium factory was knocked around by the Christchurch earthquakes, passionate yeast spreaders have been pining for their regular slathering of Black Gold.
In what most see as a company making the best of a bad situation and what cynics saw as a stunt to raise the profile of the brand, Sanitarium and Saatchi & Saatchi then launched the Don't Freak Out campaign to assure eaters Marmite would be back. And it's continued that approach with a competition asking Kiwis to prove how far they'll go to protect their stash. Marketing: Pop-Up Retail Goes Mainstream in the U.K. Antony Mayfield's blog: Open (minds, finds, conversations)… Marmageddon - it's really happening.
It's been dubbed Marmageddon and the Marmapocalypse ... but Marmite-maker Sanitarium insists it didn't plan the shortage crisis.
But the company has been quick to capitalise on the resultant hysteria as shelves empty of the breakfast spread, a marketing expert says. As the last remaining stocks disappear from shelves, Dr Bodo Lang, senior marketing lecturer at Auckland University, said the exposure across both mainstream and social media had turned around a bad situation for the firm. "The worst that could have happened is if they run out quietly and leave a sour taste in consumers' mouths," said Dr Lang, whose research area is word-to-mouth and viral marketing. "I'd be very surprised if Sanitarium's PR company or ad agency wasn't involved in this ... if they hadn't done a few things to help this go viral.
" Marmite aims to spread love with Facebook e-cards. Available from today, the e-cards come with three different messages about love.
Visitors to the Marmite fan page who ‘like’ the brand will be able to send one of the e-cards to contacts within their network on Valentine's Day. The campaign was devised by Splendid Communications. Marmite, famous for its ‘you either love it or you hate it’ positioning, has more than 770,000 fans on its brand page. It is already very active with the community, posting Marmite recipes, videos and naming fans of the month. Nicky Waymark, marketing manager at Unilever, said: "Our fans are crazy about Marmite so we are always looking for new ways to engage them. " "Hopefully everyone will join in spreading the love and share the cards with their family and friends," he said. Earlier this week, Unilever announced that it has shifted away from using social media simply for fan acquisition and was to focus more on social CRM programmes that trigger advocacy through word of mouth.
Paddington Bear Tries Marmite. How do you like your Vegemite? Australians are brought up to love Vegemite, a dark brown paste made from the yeast byproducts of brewing.
Well many do. In fact it’s a bit like Marmite in the UK, you either love it or hate it. But Kraft is not taking the love it or hate line. Instead Australians are being asked “how” they like their Vegemite in a census on what has become known as an iconic Australian spread. The campaign is online at www.howdoyoulikeyourvegemite.com.au Credits The Vegemite census was developed at JWT Melbourne by executive creative director Richard Muntz, art director Keith Nicholas, copywriter Scott Glennon, art director Jason Ryan and agency producer Pip Hemming. Filming was shot by Matt Kamen via The Guild with director of photography Ellery Ryan, producer Chris Kamen and editor Jo Scott. Location Australia. Marmite Snacks Either Way. Marmite Snacks are being promoted in the UK in a series of print advertisements that can be taken either of two ways.
Five images provide the option of a consumer either enjoying Marmite snacks, or disposing of them. Marmite Cheddar Bites, Rice Cakes, and Breadsticks. Search results for "marmite" 1976 - Design / Interactive / Illustration - Marmite. VEGEMITE TV Ad - Toast Of A Nation. Marmite Spoof Products. Marmite has launched a new print and poster advertising campaign featuring the brand’s most controversial product ideas, including a fabric softener, a shower gel and a perfume.
The first series shows spoof ads for Marmite fabric softener, shower gel and perfume, with just the Unilever logo in the corner. A second set of ads introduces the tag line, “That may be too far, but how about this? , a reference to the new Marmite Cereal Bar. Consumers are invited to visit the Marmite Facebook page to register their love or hate. The Spoof campaign is being supported by direct marketing and sales promotions, created by Iris, including spoof Marmite toothpaste packs, which inside will actually include a sample of the cereal bar, along with two discount coupons, one for a Marmite cereal bar and the other for a tube of toothpaste. Credits Location. Listening Viewing 06. 1992 TV3 Ad Break Part 3. Sanitarium Marmite - Bringing Home the Kiwis. Marmite Ad - "Motel" (2006)
MARMITE 2012. NZ Marmite Shortage - New Ad Campaign. The Marmite FAQ. This version revised 19 Mar 2012.
Contents 1. Food brands. Love from Marmite Champagne. Here’s a poem from Marmite in the UK, promoting the Love Marmite campaign focused on Valentine’s Day.
The “Love Marmite” campaign takes a new twist with the introduction of a special rich flavour of yeast extract packed in a jar and wrapped with a red ribbon. To get my attention, the Marmite team wrote me a poem, expressing gratitude for my Marmite-related advertising reviews, along with a complimentary jar of the good stuff. Duncan, oh Duncan Oh Duncan MacLeod We declare our love for you And your reviews – oh so LOUD! So whilst you’re working hard out On the Gold Coast We thought that we’d send you something To spread on your toast. Marmite Lovers Don’t Freak! Sanitarium, the producer of Marmite in New Zealand, is supporting fans of the yeast spread through the suspension of Marmite production with an integrated advertising campaign with the tag line, “Don’t Freak”.
Earthquake damage to the company’s factory in Christchurch has led to the disappearance of Marmite on supermarket shelves in New Zealand and Australia. The campaign, launched in April 2012, includes a television message from All Blacks coach Sir Graham Henry, a series of street posters, and on the Marmite NZ Facebook page a collection of tips for surviving the shortage. Click on the image below to play the Marmite Shortage video in YouTube (HD) Credits Filming was shot by director Toa Fraser via Smasher Films with producer Claire Kelly. Visual effects were produced at Blockhead. Photography by Steven Boniface was retouched by Nick Browne with production manager Paul Gibson and stills producer Loren Bradley. Media was planned by Helen Brown and Fou Brown at Spark PHD. Saatchi & Saatchi scoops Sanitarium - Campaign Brief New Zealand.
Saatchi & Saatchi New Zealand has won the hotly contested Sanitarium account, marking a new creative direction for the health food company's iconic Kiwi brands after a decade with Ogilvy. The win is a major victory for the agency under the new leadership of CEO Nicky Bell and ECD Dylan Harrison. "The Sanitarium team had a real choice in partners. We're humbled that they have entrusted us with responsibility for their beloved brands; in fact, some of New Zealand's best loved brands," said Bell. "Brands like Weet-Bix and Marmite hold a special place in the hearts of all Kiwis.
We aim to stay true to Sanitarium's honesty and authenticity, and to build on that to encourage even greater consumer participation and involvement. " Saatchi's wins and loses, .99 wins again, other agencies chuck out a few pitches. There's been plenty of pitchy business of late and the most recent news is that Saatchi & Saatchi has won the Sanitarium account and .99 has retained the New World business. Aside from some news about a couple of big-name additions to the roster, good news has been fairly scarce on the Strand and Sanitarium, which a Saatchi's insider says fits very well with their stable of "iconic New Zealand brands", is a big win for the new management team.
Not surprisingly, the source says everyone's fairly happy about nabbing the account, which it won over Ogilvy, incumbent for the last 10 years, Blackwood and one other agency. The media business handled by SparkPHD is not affected. Sanitarium taketh away from Saatchi, giveth to Assignment. Changes in the marketing department at Sanitarium and a desire to find more cost effective ways of promoting the smaller brands in its stable appear to be behind a decision to give a significant chunk of the New Zealand business to Assignment Group and leave Saatchi & Saatchi with the company's big brands. Assignment Group, which has been pumping out the work recently, was already in charge of the Sanitarium master brand in New Zealand and launched a brand ad a few months back celebrating 100 years of business, but it will now also take care of some of the cereals (including Light 'n Tasty, which Saatchi created a surreal campaign for recently, and Skippy Cornflakes), as well as most of the other products that aren't big enough to have their own websites.
Youtube Video. King Henry takes to the airwaves to calm Kiwi Marmite lovers. Amazingly, the Mayans predicted Marmageddon would fall in 2012 (even though an internet myth claims they didn't factor in Leap Years). And, in keeping with the modern trend of 'Flawsomeness', Sanitarium and Saatchi & Saatchi haven't let the opportunity slip them by and have launched a new campaign featuring Sir Graham Henry asking New Zealanders not to freak out about the shortage of black gold and promising concerned residents that the yeasty meat-substitute will be back. Watch the new ad here. Sanitarium's general manager Pierre van Heerden told the Herald he thought it would be great to have one Kiwi icon talking about another Kiwi icon. Of course, Henry is no stranger to fronting ads for Sanitarium: its Weet-Bix brand is a sponsor of the All Blacks and he has featured in an ad for Up and Go.
In terms of volume, Vegemite and Marmite are pretty much split 50-50 down the middle, but Vegemite is more expensive per kg and therefore has a bigger value share. Sanitarium « Saatchi & Saatchi Asia Pacific. The production of New Zealand’s favourite yeasty spread, Sanitarium ‘Marmite’, has been suspended due to earthquake damage to their Christchurch factory. Supermarkets nationwide and in Australia have run out of Marmite, which is only made in Christchurch. With the threat of being off-shelf for over 6 months, Sanitarium needed to actively acknowledge & manage the issue, create a positive spin and turn the shortage into a brand building opportunity: to hold loyalty towards Marmite while out of stock and avoid Kiwi’s reaching for competitor spread, Vegemite. On April 1st Sanitarium launched a campaign to help the nation get through the Marmite shortage.
The commercial features another Kiwi icon, the All Blacks’ Coach Sir Graham Henry; a national hero who just like Marmite, Kiwis know, trust and love. New Zealand Marmite Shortage Continues. Last updated 13:01 28/05/2012. Marmite. Sanitarium - MarmArt. Marmite NZ. 'Marmageddon' sends NZ into a spin. Marmite 'crisis' spreads around the world. Marmite bucket is real black gold. Longer Wait For Marmite Lovers. Last updated 05:00 19/06/2012. Marmite shortage 'good publicity' The announcement that stocks of Marmite are expected to run out within weeks has created "good publicity" for the product that will not backfire, a marketing expert believes. As a Marmite shortage threatens NZ, here's nine things you never knew about the brown stuff - Post Opinion - Opinion.
Marmite: under the lid. Print Ads Capture Anger and Panic in Wake of Marmite Shortage. "Don't freak. It'll be back. " With that tagline, Saatchi & Saatchi is attempting to quell nationwide panic in New Zealand over increasing shortages of the inexplicably popular yeasty/salty sandwich spread Marmite. Supplies have run low since distribution was halted last November following earthquake damage at the Christchurch facilities where Marmite is produced. Personally, I see this as a stomach-saving act of God, but what do I know? The maker of New Zealand Marmite, a company called Sanitarium (sounds like a place you might end up in after ingesting the stuff), has come up with ads suggesting "tips to survive the shortage," such as covering one's toast with paper scrawled in black marker, creating homemade Marmite patches with Band-Aids, or, "when the time comes," switching to jams, peanut butter or "other yeast spreads.
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