Marmite is a savoury spread made from yeast extract since 1902 and currently owned by Unilever. It took a couple of years to perfect the recipe and for the British public to warm to the spread’s distinctive Love it or hate it, you’ll have an opinion on the taste.
Strategic problems: how to personalise Marmite jar labels to stimulate market buzz and add sales.
Technical problems: placing the customer’s name from a text field onto a separate image and combining them as a single asset for printing, packing and posting.
Additionally, the bespoke Marmite font needed to be replicated as it didn’t exist in a known digital form. Traction developers used PHP code and image manipulation extensions to warp a template font using algebraic equations. The same had to be done to curve the entire text body in an exact arch shape so it would fit within the asymmetrical Marmite label.
Traction has been Unilever’s marketing automation partner for over a decade, and consistently delivers a high level of local support across a range of campaigns. Personalisation is a bedrock of what Traction offers. Our team proposed a practical solution to support the strategic aims of this Unilever-Marmite personalisation campaign.
Marmite’s Facebook page was used to allow fans to purchase customised pots. A dynamic version of the familiar Marmite label was presented to fans who could enter text into a newly created field. The text entered would update the label text displayed on a dynamic version of the familiar Marmite label was presented to fans who could enter text into a newly created field.
The text entered would update the label text displayed on-screen and ordered.
The Traction platform was integrated to the Facebook Page with a registration function to capture email subscribers.
The Marmite personalisation campaign generated considerable market attention and upswing in sales.
The campaign ran for 21 days and received 105,888 entries. This meant the Traction platform processed 210 personalised label orders per hour for 3 weeks straight.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.