In the UK, people either love or hate the strong taste of Marmite. Either way, people feel an incredible affection for the brand. If you look on the Internet this is reflected by consumers creating their own content: Marmiteman, Missouri Marmite museum, The Marmite FAQ are all examples of this, easily found on the web. The objective behind marmite.com was to create a place that could harness this interaction with the brand, as well as offer people something back for their love (or hate). Also, key to the communication, is to get across serving suggestions, taking Marmite out of breakfast, and 'into lunch'.