In February of this year Marmite launched a chilli-flavoured limited edition called Dynamite. Our challenge was to amplify an existing creative idea - using an explosive product to blow the internet up: not just getting people talking but driving footfall to our exclusive retail partner, Sainsburys.

Dynamite was marketed as Marmite’s most explosive limited edition yet. So, we created a campaign with a warning: ‘Love it, hate it, be careful with it, to reinforce Dynamite’s spicy credentials.

With a small budget we wouldn’t be able to pay for the reach we needed. So we had to earn it. To get people talking we made 3 billboards showing a jar of exploded Marmite Dynamite with the lid blown off in a variety of attention grabbing situations: in a tree, on a roof and even smashed through a car window. This execution provided a clear visual story: Dynamite is so spicy it’s blown its lid off.

While our special build OOH existed to land the creative idea in an attention grabbing way, it was the picture of the execution (not footfall) that spread the word. Using the pictures of our 3 billboards we seeded our campaign through PR into the real world.

To get people talking, we made 3 billboards showing a jar of exploded Marmite Dynamite with the lid blown off in a variety of attention grabbing situations: in a tree, on a roof and even smashed through a car window. Once photographed these billboards gave us our visual story to share in PR and on social.

We launched with our hero execution (the lid smashing through a car window) and followed up 3 weeks later with two more to build momentum.

Our powerful visual caused a social media fire. With a small budget managed to generate 194m impressions, £650k in earned media and sell 5x more jars sold than previous limited edition launches. Making it Marmite’s most successful limited edition yet. TICK TICK BOOM.