Challenge​
Every single day, 700,000 British expats live a miserable Marmite-less existence in the US. It’s almost impossible to find and criminally overpriced.​
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Insight & Strategy​
In the UK, Marmite is outspent by peanut butter and chocolate spread brands, and is the only yeast spread. We couldn't compete with our competitors' budgets, but we could compete in another way. Marmite Lovers are always willing to help the brand, especially when they can get their hands on a limited-edition jar. ​
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Solution​
To get Marmite to these expats in need, we tapped into a powerful force at our fingertips: a network of British Lovers so dedicated to Marmite they would do literally anything for us. They'd even risk it all to smuggle Marmite across international borders for total strangers.​
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To recruit Lovers into our smuggling network we launched a lo-fi recruitment campaign, hacking UK radio stations and fly posting on UK streets. Over a thousand brave smugglers volunteered to board a transatlantic flight with Marmite stashed in their luggage. We sent them by the dozen and met them stateside to collect the goods. Then we spread word of our supply among British expats in New York, infiltrating British soundcloud mixes and expat Reddit forums and fly posting outside pubs and grocery stores. To collect their fix of Marmite, expats were directed to a dodgy Canal St store in the heart of New York's black­market. Finally, we exposed the whole operation in a documentary-style TV spot.