Marmite South Africa’s new “If your mom didn’t tell you about Marmite, what else didn’t she tell you about?” campaign is in direct response to research done on the South African youth market. The research results revealed that there is a whole generation of people who don’t know about Marmite!
This really great campaign by Big Wednesday is doing something about it. Every day for 365 days, Marmite is sharing something your mother didn’t tell you on their website and social media channels.
As part of the snippets of pop culture that they’re sharing, they are also introducing their audience to 10 need-to-know-about SA blogs. We’re super flattered to be included as fun fact #62.
Some others are:
#5 Marmite was invented by accident when German scientist Justus Liebig discovered that beer brewers’ yeast could be concentrated, bottled and eaten. The Marmite Food Company officially opened in 1902.
#44 When Space Invaders was released in Japan in 1978 it became so popular that it caused a shortage of 100 Yen coins throughout the country and is still considered the top arcade game ever.
#53 24th of May. On this day in 1626, an explorer named Peter Minuit bought the island of Manhattan for $24 worth of beads. In today’s terms that means he paid approximately $1000 for land that is worth $618 billion.
#10 House of Wax (not the one with Paris Hilton) premieres in 1953 starring horror legend Vincent Price and is the first colour 3-D feature film.
To introduce the bloggers, Big Wednesday designed customised Marmite jars for each blog (ours is above!) and has given each of us a spot on their website. See them all at www.marmite.co.za.
Follow Marmite on Facebook & Twitter to receive daily culture bites that your mom might not have let you know.
Screenshots from www.marmite.co.za:
17 Comments
Soooo clever!
That’s some radness right there.
Nice one! We hope to hear some of your own snippets or stories that mother didn’t tell you about…
Awesomeness, I would love to receive a mailer like that.
Looking sweet in a savory way! How can we get one of those cool boxes?
Nice design work & campaign ideas, but I don’t understand why Marmite is telling us about bloggers.
@mari I think its cause blogs spend their time telling us about things we don’t know and Marmite is honouring them for it…
Really don’t understand the link between what your mother didn’t tell you and South African pop-culture blogs…am I missing out on something here or is this just two concepts kinda stuck together?
cool, pity Marmite tastes disgusting
Nice, but it won’t change the fact that Marmite tastes like Marmite. Entire generations have grown up loathing the horrible stuff.
… obviously so that bloggers’ egos get stroked – and they land up pissin away their (sometimes) hard-earned cred by punting the brand/promotion, duh. as one of my favourite ex’s said, “flattery will get you everywhere”.
I understand that bloggers get something out of it, I just don’t understand how that’s in any way relevant to “what your mom didn’t tell you” as a concept or how it’s relevant to Marmite as a brand? I’m all for promoting local blogs, but with Marmite? Really?
I bet some of those bloggers prefer Bovril anyway
Regardless, this is one of the coolest “I got a blogger to talk about my campaign” campaigns. I love the design side.
@Andrew, that seems like a bit of a stretch.. but good observation. I have to agree with Paul & David though – this is a really cool campaign with an irrelevant blogger engagement element popped on.
..or the link isn’t properly executed.
Does everything have to be super-linked\analized\magnified? Isn’t it just refreshing that a boring thing like a spread can be interesting and stimulate debate? And involve creatives. It sure beats boring. Good for the minds behind the campaign and congrats to 10&5 for being included.
Loved Marmite my whole life. Shame I dont have a MCBN one. Cool campaign!