Marmite is embarking on its most expensive Web activity to date with the launch of an online fan club.
To support the eight year old ‘Love it or hate it’ campaign, the Unilever Bestfoods-owned brand has developed two Websites: one for customers who like the spread and another for those who cannot stand it.
The www.marmite.com URL, which supports both Websites, is being promoted on pots and at the end of TV ads. The online push has been devised by Tribal DDB.
Earlier this month Marmite withdrew its latest poster campaign, a parody of The Blob disaster movie, out of respect for the victims of the Asian tsunami.
The brand plans to use it’s online activity this year on the ‘Love’ site to encourage consumers to eat Cheese and Marmite sandwiches. The ‘Hate’ site is altogether different!
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