Product details

The Marmite story shows the power of the Internet, and social media in particular, to either foster or damage a brand. Marmite is a unique British food product, a savoury breakfast spread that has become a cult item, a brand with a true national identity. Many Brits even state proudly that Marmite is the first solid food they gave to their infant children. Due to its distinctive taste, people tend to either love it or hate it. 'Marmite and the British National Party' tells the story of Marmite’s extraordinary accomplishments in building a brand and a passionate community of followers, beginning with its origins in 1904. It then focuses on Marmite’s 'Love it or Hate it' advertising theme, which enjoyed remarkable success for nearly 15 years. In 2010, Marmite launched an on-line campaign designed to use the upcoming UK general election as a marketing vehicle. The campaign pitted two fictitious political parties, 'The Love Party' and 'The Hate Party', against each other, inviting people to vote on-line. When the right-wing British National Party spoofed the campaign and tried to use it for its own political purposes, Marmite was faced with difficult decisions about how to react.