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Creative Marmite

Marmite lets nation decide on smooth or crunchy peanut butter via 'Nuterendum'


By Imogen Watson, Senior reporter

January 13, 2020 | 2 min read

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

Marmite opens Nuterendum to choose between smooth and crunchy peanut butter

Marmite opens Nuterendum to choose between smooth and crunchy peanut butter

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.

Created by W Communications, the campaign is 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.

On the product launch and 'Nuterendum' Rachel Chambers, marketing manager at Marmite, said: “The response to Marmite Peanut Butter Crunchy was astounding and we’re thrilled to offer a smooth option to satisfy consumers looking for a smoother texture on their toast.

“We’ve been dividing the nation since 1902 and we’re excited to bring national discourse back to breakfast with the UK’s first Nuterendum.”

Marmite: Nuterendum by W Communications

By Marmite

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