Marmite conducted research to better understand the South African youth market and what they thought about Marmite. The results were astonishing - Marmite had very little relevance to current youth culture, a large proportion of which didn't even know about Marmite, aside from it's iconic logo design. It turned out that kids aren't being raised on Marmite anymore. Back in the day, if your parents ate Marmite, you ate Marmite. This pattern seems to have stopped and there is now a whole generation of people who don't know that Marmite exists. So this got Marmite thinking - Yes, moms ask awkward questions, embarrassing you in front of your friends, often disallowing you from doing things you want to do, for fear of losing you to the dark side. Mothers pull the wool over your eyes because they want to protect you. But they know best and they know what's good for you. Or do they?
With the strategic platform in place, Marmite begged the question:
"If Mother didn't tell you about Marmite, what else didn't she tell you?"
This premise lead to the concept's almost infinite campaign ability of 'things your mother didn't tell you about', generating content that is cool, relevant, interesting and informative. The 'If Mother didn't tell you about Marmite, what else didn't she tell you?' campaign is digitally based, with a central website that publishes a fact a day that your mother probably never told you. The facts range from things your mother wouldn't tell you because she wanted to protect you, to things she never told you simply because she wasn't cool enough to know about it. Each fact was numbered with a hash tag, used elsewhere in print ads, animated online banners bus shelters.
Numbered from one to 365, if a numbered fact lives in print, it links back directly to the website. Pages can be clicked through, as viewers engage daily with the facts, with the ability to share them on Facebook and Twitter. If a viewer thinks that they have something to contribute, the 'Tell Us Something We Don't Know' tab can be clicked, sending an email to Marmite.
Bronze Loerie 2012- Integrated Campaign
Creative Director: Jake Bester
Art Director: Dani Loureiro
Designers: Andrew Ringrose, Dani loureiro
Illustrators: Dani Loureiro/ Michael Tymbios
Writer: Gisele Human, Neil Meyer, Craig Walford
Digital Development: Milk