Following the Christchurch earthquake of 2011, the Marmite factory was forced to close, causing a shortage of Marmite across New Zealand. Coined by some as “Marmageddon” it trended widely online and was reported in the world news, being run as a story in such newspapers as The Guardian, The New York Times and Le Figaro to name a few.
The advertising campaign aimed to inform New Zealanders of the shortage. In collaboration with Saatchi & Saatchi Auckland, we developed a playful brand experience across all communication channels.
The apocalyptic toast with the words “Don’t Freak, It’ll be back” was rolled out as a billboard; direct mail; television, digital & press advertising. The campaign launched as a televised appeal featuring Graham Henry, the All Blacks World Cup winning rugby team coach, urging the Nation for calm.
The project was featured in Ad Week. Our first branding exercise in the food industry.