Marmite is handing out branded sandpaper as the second Ashes Test featuring England against Australia starts at Lords’ Cricket Ground.
The tactical push, created by Adam&EveDDB, is a light-hearted reference to the ‘Sandpapergate’ – the scandal when the Australian national cricket team’s Cameron Bancroft was caught by TV cameras trying to rough up the side of the ball with sandpaper to make it swing in flight during the Third Test match against South Africa at Newlands in Cape Town in March 2018. ‘We won’t be tampering with it’, the strapline promises. Cricket fans will either love it or hate it.
It is part of a wider activation of Marmite’s ‘MarmyArmy’ promotional strategy, which also saw Marmite jars and badges being handed out at Lords’ Cricket Ground. W Communications managed this activity.
Project/Campaign name: Tactical Vegemite/Lords Ashes Response
Unilever/Marmite – Client Team
Brand Experience Director - Fik Woldegiorgis
Senior Brand Manager - Rachel Chambers
Brand Manager - Camilla Williamson
Assistant Brand Manager - Anna Reid
Joint CEO: Mat Goff
Business Director: Tom White
Account Director: Oliver Lester
Account Executive: Emily Bristowe
Chief Strategy Officer: Martin Beverly
Planning Director: Will Grundy
Chief Creative Officer: Richard Brim
Group Executive Creative Director: Ben Tollett
Creative Directors: Simon Vicars and Andre Sallowicz
Head of Design: Paul Knowles
W Comms – PR Agency
Senior Account Director - Nikki Guest
Senior Account Manager - Jess O’Donohoe