MARMITE / MARMARATI

The dark and gooey topping has played perfectly to its Victorian past and sense of fun with the online campaign which hands power over the product to its biggest fans.

A new extra-mature flavour launches in 2010 and 40 blogger fans were invited into the secret society for product-testing and Marmite-related fun at a luxury London venue. Emmylou from http://cakeheadlovesevil.wordpress.com/ described the frivolous night as 'Eyes Wide Shut meets Masterchef being presented by Jack Black'.

Marmite lovers can join the society themselves at marmarati.org and earn the chance to taste the stronger product before launch. In a smart and sticky twist, users will have to upload video, photo or written submissions to win the preview, with site visitors themselves voting for the winner. http://bit.ly/4t1CFH

The campaign has been aided by social media specialists We Are Social, London and Splendid Communications, London and the new product will launch exclusively via social networking sites such as Facebook and Twitter.

Marmite marketing manager Tom Denyard said: 'Social media is the perfect vehicle to help us find and interact with Marmite's biggest fans. We can't wait to see the creative ways fans find to get their hands on the new version.'

Elsewhere in a strong month for the savoury spread a pop-up shop on London's famous Regent Street offers tea and toast and an irreverent slice of British life through a Marmite filter - including brand-inspired artwork and a painting by Royal College of Art students.

Turning to the crowds for product ideas and marketing is the perfect move for a brand buoyed by cheeky inclusive campaigns. The sense of humour which characterises the 'love it or hate it' campaigns is evident in the Victorian secret society pastiche and provides a platform for interaction.

www.marmarati.org