To do this we launched a series of tactical campaigns targeting this market, one of which was the Halloween “Don’t be Afraid of the Dark” campaign.

Because this youthful audience is a huge fan of Halloween, Marmite created a tactical integrated campaign which included a range of pieces making up a direct mailer, posters, online content, a book and an audio book.

The design fit into the traditional parameters of the Marmite label, and was inspired by the look and feel of the blog, using their colours, iconic graphics and visual cues as a basis of inspiration. The attention to detail can be seen in the fact that each one is uniquely designed; yet closely related to the original Marmite label design. The tag line and writing was informed by the blog itself, taking cues from their writing style, their content and their attitude. The facts were relevant to each blogger, which correlated to the graphic element used in the design. 



The poster campaign was part of the integrated Marmite Halloween Campaign, ‘Don’t be afraid of the dark’, which encouraged kids to be brave and try the original dark stuff, because there really wasn’t anything to be afraid of. And it certainly did this. These posters were integral to achieving well over R250,000 of earned media.