Marmite is a peculiar brand that has its lovers and haters. This product has been around for years, making it an iconic food brand. In South Africa, Marmite is a luxury spread with competitors such as Melrose Cheese Spread and Nutella.

The current South African Marmite consumers are mid-to-high-income people ages 35 to 55, based in metropolitan areas of South Africa such as, Johannesburg and Cape Town.

BUT

We looked to target a universal mind-set and connect with those who identify with Marmite's slightly quirky and rebellious attitude.

South Africa is currently in distress due to load shedding. We looked at what important days were coming up and noticed that Valentine's Day would fall on one of the darkest days yet.

We wanted people to put aside their frustration and learn to embrace the dark with Marmite.

So, we created limited edition Marmite candles giving people a reason to Love The Dark this Valentine's Day.

After creating the product, we distributed it to 150 influential bloggers as well as a few important influencers around South Africa, reminding everyone that when the lights go out, it’s time to Love The Dark. We also gave people the chance to win their very own candle through social media.

We reminded everyone to Love The Dark with Marmite.

Our social media channels were full of activity and our bloggers and winners loved their candles. We also helped relieve some of the frustration caused by load shedding by getting people to enjoy Valentine’s Day by candlelight.