Marmite: Nuterendum by W Communications

Marmite is launching a 'Nuterendum' as it brings Marmite Smooth Peanut Butter to stores, to join its crunchy counterpart.

The product launch is a follow up to Marmite Crunchy Peanut Butter, which was released in 2019 as the brand's first permanent product innovation since it was established in 1902.

A pun on 'referendum' — whereby the electorate is invited to vote on a particular proposal — the divisive brand wants the nation to decide between smooth and crunchy peanut butter.

An extension of Marmite's 'love it or hate it' strategy, the advertiser is hoping to get the nation talking about its new product in a similar, debating way.

To cast their vote, the public can visit the brand's Twitter account, where the poll will run for 72 hours, before announcing the winner.