We had a budget that could have got a low OTS on TV, the same budget could sponsor the Christmas Lights and incorporate the famous Love Hate campaign idea by utilising Christmas characters loving and hating the product and reach the 50m shoppers that frequent the west end leading up to Christmas.

There was a launch event to switch on the lights which was done by Robbie Williams and drew a crowd of tens of thousands of people.

The centrepiece was an interactive banner that allowed people to upload their faces to the lights via a Facebook app or streetside photobooth.

These channels together made the campaign a famous part of London’s landscape.

50m shoppers on Oxford in the month before Christmas saw the lights.

It was a trending topic on twitter with a reach of 20m+ tweets.

65000 new Facebook friends were added and got to be part of the experience by putting their face on the lights.

During the hours of operation there was a queue of people at the photobooth on Oxford street to get their face up in the lights.

Marmite Gold sold out in retail stores before Christmas. As well as causing a lot of debate on line and raising awareness of the brand and specifically of the Gold variant.