Nuterendum

Problem: We were tasked to launch the new Marmite Smooth Peanut Butter, but media interest was low since we already brought out the Crunchy variety last year. To cut through we came up with the idea of pitching them against each other, Smooth vs Crunchy in a nationwide 'Nuterendum'. Following on the footsteps of the Brexit Referendum (which was dominating the news cycle), our Nuterendum got people talking and resulted in the ultimate irony - a 48:52 split. Love it or hate it, this campaign got people talking.