Marmite Smugglers
The Marmite Smugglers campaign helped British expats in the US get their fix. Using TV, social, and guerrilla design tactics, it guided fans to a secret NYC pick-up spot for the smuggled spread.
www.creativereview.co.uk/marmite-smuggling-campaign/
Awards
Cannes Lion Silver
Cannes Lion Bronze
Campaign Big
Clio Gold
Clio Silver
Case Study
With Marmite nearly impossible to find for British expats in the US, the brand turned shortage into opportunity by reframing fandom as a mission to smuggle it across borders.