Marmite: A BEAUTIFUL STRUGGLE

Credits & Description:

Advertiser: SANITARIUM HEALTH FOOD COMPANY
Agency: SAATCHI & SAATCHI
Category: Websites, Microsites & Banners
Account Executive: Ashley Zaragoza (Saatchi & Saatchi )
Photographer: Chris Sisarich (Chris Sisarich)
Art Director: Cory Bellringer (Saatchi & Saatchi )
Nz Director Of Operations: Heath Davy (Saatchi & Saatchi )
Digital Designer: David Hunter (Saatchi & Saatchi )
Agency Producer: Emma Taylor-Warne (Saatchi & Saatchi )
Agency Producer: Natasha Gill (Saatchi & Saatchi )
Digital Producer: Nick Pengelly (Saatchi & Saatchi )
Account Director: Natalie Gibb (Saatchi & Saatchi )
Retoucher: Nick Browne (Saatchi & Saatchi )
Studio Manager: Paul Gibson (Saatchi & Saatchi )
Designer: Rob Flynn (Saatchi & Saatchi )
Group Account Director: Shelley Windsor (Saatchi & Saatchi )
Flash Developer: Mike McMillian (Saatchi & Saatchi )
Creative Group Head: Anne Boothroyd (Saatchi & Saatchi )
Executive Creative Director: Antonio Navas (Saatchi & Saatchi )
Account Manager: Jenna Edwards (Spark Activate)
Copywriter: Matt Sellars (Saatchi & Saatchi )
Lead Developer: Matt Skinner (Saatchi & Saatchi )
Digital Creative Director: Nathan Cooper (Saatchi & Saatchi )

Outcome
At a crucial time for Marmite, we saw a dramatic response from the campaign which re-invigorated the brand when its product wasn’t even available! • 15,797 people interacted with the campaign via Facebook, culturally resonating with 309,000 New Zealanders • 27,000+ views of the microsite and art auctions over 2-week campaign period • 306 struggling Christchurch families received food and gift hampers from art auction donations • Extensive national media coverage: TV: Breakfast, Campbell Live – two of NZ’s most-viewed current affairs shows Press: NZ Herald, The Press, Otago Daily Times, The Star, Ashburton Guardian Radio: MoreFM, Newstalk ZB, Radio Rhema

Execution
The absence of Marmite from New Zealand left a void that only Marmite lovers can explain. The shortage also caused great revenue losses for Sanitarium. Worse, its popular spread was becoming forgotten as people switched to alternative products. Marmite needed to stay alive. Creating art from the near empty jars still sitting in dedicated fans’ pantries was a timely and original way to bring this popular brand back to life. The auction also highlighted the fact that all Marmite eaters had been creating accidental works of art themselves, gaining interest from the army of Marmite fans.

Implementation
We asked nineteen of the country’s most famous Marmite lovers to part ways with their near empty jars of Marmite. A renowned Kiwi photographer captured the unique markings left in each jar, made from scraping and rationing the last of their Marmite during the shortage.We then exhibited the artworks at ‘abeautifulstruggle.co.nz’, giving New Zealanders the chance to donate to struggling Christchurch families, by simply purchasing one of these unique pieces of art. PR and banners were a cost effective way to direct people to the microsite, with display ads on national news sites and TradeMe, NZ’s version of eBay.

Client Brief Or Objective
Christchurch, one of New Zealand’s largest cities, was devastated by a major earthquake. 185 people lost their lives. Over 100,000 homes and buildings were destroyed. Including the Marmite factory, causing a shortage of the country’s favourite spread.Nearly two years on, while the factory and city were still being rebuilt, Sanitarium wanted to support the many families still struggling from the disaster. But with their own manufacturing issues, they had a limited budget.We needed an idea with national reach, that would prompt those with a connection to the people of Christchurch, to donate money to struggling families.