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Nairn’s were ready to make headlines with their bold new product launch, so we cooked up a campaign with all the punch and playfulness that a Marmite partnership deserved.
Insight
Hot off the press, Nairn’s were ready to drop a new product – one with a familiar umami, tangy flavour. Nairn’s Marmite & Cheese Oatcakes were about to hit the shelves.
They knew that they had something special on their hands, so came to Lane and Lane Media for a concept and campaign rollout that would capture the attention of existing Marmite lovers and invite new snack enthusiasts and bold flavour seekers to give oatcakes a go.
Idea
It was an announcement worthy of the big headlines, so we wanted to give it some deserved gravitas.
Our campaign, Baking News, served up a bold device for Nairn’s to shout about the product, its flavours and textures, and bring in a little taste of that iconic Marmite brand playfulness. Bright and impactful bulletins took on a mock-journalistic tone with the product front and centre, while video and GIF assets mimicked news tickers.
When it came to media, we used tactical placements, including screens at Waitrose, paid social media, and a range of digital assets. This all helped us make sure that we were capturing the eyes of our Marmite aficionados.
Lane Media were then able to use their smarts and bag of tricks to retarget shoppers who are active Marmite buyers. Using till-point data that identified shoppers who previously bought ‘yeast extract spread’, the team plugged this into programmatic display and used an impression tracker to create a ‘re-targeting’ audience in Meta. By reaching out to those who are already known to like the divisive flavour, we were able to over-index on the taste buds that were already on board.
Impact
News flash: we had a lot of ‘lovers’ on our hands.
The result was a memorable campaign that broke through the noise of the crowded savoury biscuits category while leveraging Marmite’s distinctive flavour.
In particular, the new product appeal is bringing younger 35-54 year old consumers to the category with the release becoming an instant hit in savoury biscuits…
“Nairn’s Cheese & Marmite Oatcakes are the fastest selling innovation product in the savoury biscuits category.”
Supermarket sales data, September 2024
Now that’s some pretty newsworthy stuff.
Anything is possible when nything goes
View Case Study Anything is possible when nything goes