This website uses cookies primarily for visitor analytics. Certain pages will ask you to fill in contact details to receive additional information. On these pages you have the option of having the site log your details for future visits. Indicating you want the site to remember your details will place a cookie on your device. To view our full cookie policy, please click here. You can also view it at any time by going to our Contact Us page.

A slice of fun fiction

10 March 2010

Take two very different boys with with a private vendetta against each other, slap them on the front of the iconic Marmite jar and what do you have? Perfect Peter and very wicked Horrid Henry.

It’s a matchmade in Marmite Heaven and the latest episode in the quirky Love It/Hate It Marmite marketing campaign which encouraged families to share a love of reading or ‘listening’ to great stories for children. The idea was part of the Reading for Life initiative.

An on-pack promotion invited purchasers to pick a choice of one of two 250g jar designs: Marmite is Horrid or Marmite is Perfect. The fun was in the selection, as each pack gave the consumer the chance to download one of five free Horrid Henry Audiobooks written by top-selling children’s author Francesca Simon.

The front label hooked shoppers while the promotional details were contained within a 3-page resealable Fix-a-Form from Denny Bros on the back of the jars. To find out ‘how to get your hands on it’ Marmite-lovers had to peel open the label to reveal a web address and unique code which was concealed under a scratch-off panel to keep the promotion secure while in-store.

A spokesperson for Marmite said: “Marmite has an incredibly strong following. It is one of the number one choices for families at breakfastime. The idea of the promotion was to serve up a slice of fun-fiction. We have used the fabulous illustrations of Tony Ross to help bring out the lighter side of life. They encourage family members to visit the website and we know we are engaging our customers with this campaign.”

Contact Details and Archive...

Print this page | E-mail this page


Article image Putting flavour into fireworks!

Campden BRI assisted food experience designers, Bompass and Parr in the risk assessment of the world's first ever multisensory firework display, which took place as part of the London 2014 New Year celebrations.Full Story...

Article image Firmenich: A flavour for success

The Firmenich factory in Thirsk, responsible for providing food flavouring to some of the world’s leading brands, has completed its nine month building and refurbishment project.Full Story...

Givaudan reports upbeat half-year results

New approach to chicken flavour creation

Flavour techniques ‘set tastebuds tingling’


Article image Artificial intelligence in the food industry

Artificial intelligence (AI) has been heralded as the next best thing since sliced bread. But what might it really mean for the food industry and what are the implications? Stephanie Duvault-Alexandre explains. Full Story...

Article image Reduce, reuse, recover

Taking simple steps to reduce water consumption or access wastewater treatment technology can help change the way this valuable resource in managed, says Simon EmmsFull Story...

Added value: the best way to deliver ROI

Food Processing Awards 2018: Rewarding excellence and innovation in food engineering

A recipe for continuous improvement success