Quotulatiousness

March 2, 2011

Love it or hate it: Marmite and social media

Filed under: Britain, Food, Randomness — Tags: , , — Nicholas @ 00:06

Oddly enough, I just picked up a jar of Marmite recently, not having tasted the stuff for literally decades. I love the stuff, but I can understand why others might hate it:

When it comes to evoking passionate debate British brand Marmite has proven controversy can help build buzz and sales. This brown savory spread made from yeast extract has an incredibly distinctive flavor. 15 years ago Marmite’s own “Love It or Hate It” campaign evolved out of a difference of tastes among the creative team at DDB London. One loved the brown, savory spread and one hated it. The campaign’s longevity and fame reflects the fact that even in its country of origin, the brand’s strong taste is “challenging.” (Few Americans can even stand the idea of Marmite and it is questionable whether many Brits would if they had not been introduced to the taste as children.)

[. . .]

The “Love it or Hate It” campaign brought to an end five years of stagnating sales and a weakening brand and led to sustained, penetration-led growth of around 5% each year for the next five years.

When sales once again started to slow in 2002 the campaign idea proved flexible enough to help revive the brand’s fortunes once again. The campaign was enlisted to introduce a new, “squeezy” container and extend usage to sandwiches. Messing with a much loved brand is never easy, but astute brand management involved ardent fans with the relaunch and enlisted another British icon, Paddington Bear, to bring the brand back to growth. In 2010, the brand spoofed the British elections. Love and Hate parties battled it out to either build a shrine to the brand or rename it “Tarmite.”

The fact that people are so passionate about the brand (for or against) means that Marmite’s “Love It or Hate It” campaign is a natural fit with social media. According to Contagious Magazine, some 200,000 fans were already on Facebook as self-declared Marmite lovers long before the official page was launched in 2008.Today the brand has a fully fledged social media presence with over 500,000 people liking the brand and 182,000 liking The Marmite Hate Party (Dedicated to Stop the Spread of Marmite by reducing, and ultimately terminating, its production and consumption).

Damn. Now I’ve gone and made myself hungry . . .

January 7, 2010

Marmite versus Vegemite

Filed under: Australia, Britain, Food, Humour, Randomness — Tags: — Nicholas @ 07:25

Charles Stross has run out of things to post that will rile up the reader base, so he finds another way to get the chattering masses chattering — by declaring his unnatural love for Marmite and Vegemite:

Note to American readers: Marmite is what I (being a Brit) grew up with. If you brew beer on a commercial scale, when you drain the fermenting vessel you end up with a scum of dead and dying yeast cells on the side. Some time in the late 19th century, rather than treating this as waste, some nameless genius had the idea of tasting it. It turns out that brewer’s yeast, once you lyse the cells by adding salt, tastes remarkably savoury — somewhat like soy sauce, only thicker (with much the same consistency as non-set honey). Marmite, the product, is mostly yeast extract, combined with salt and a few additional spices. It’s what belongs on toast, or cheese, or in gravy and sauces to add body to them. And the stuff’s addictive. I get through it in catering-tub quantities, alas: it’s my one real high sodium vice.

Vegemite . . . it’s the antipodean antithesis. Invented in 1922 by Dr Cyril P. Callister in Australia, it was designed to plug the strategic gap opened by unrestricted U-boat warfare against the vital British Marmite convoys that had kept the colonies supplied during wartime — or something like that. Kraft popularized it, pushed it into military rations during the second world war, and over a decade clawed back sales from Marmite until it’s now the favourite toast topping down under. The recipe differs somewhat from Marmite, as does the flavour — just enough that if you’re used to one, the other tastes slightly “off” — too flat, or too astringent.

If you want to really liven up a party, pour a small jar of Marmite into the fruit punch — or add Vegemite to the dog’s bowl (as long as you don’t mind being asked to clean up afterwards). Hours of friendly discussion and informed debate can be provoked by discussing the relative merits of the two products! And it’s always a good idea to introduce visiting American guests to what they’ve been missing all these years, by exhorting them to spread it on their bread “just like peanut butter”.

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