Marmite conducted research to better understand the South African youth and what they thought about Marmite. The results were astonishing – Marmite had very little relevance. How could this be? How can so many people not know about such an iconic brand? We needed to change this.

“If Mother didn’t tell you about Marmite, what else didn’t she tell you?” – A campaign line that brought to life everything unknown, interesting or downright bizarre. One thing your mother definitely didn’t tell you are scary stories – local and traditional- that spring from Halloween. Since we’ve positioned ourselves as the spread that tells you things your mother didn’t tell you, we thought it appropriate to connect the dots, and created a Halloween campaign that did just that.

The tactical Halloween campaign ‘Don’t be afraid of the Dark’ encourages people to be brave and try the original dark stuff, because there really isn’t anything to be afraid of.


Pack delivered to media

A few of the Marmite bottles decided to dress up for Halloween.

The limited edition bottles were auctioned off with the proceeds going to a children's home charity.