Location
Case Study

Marmite Smugglers

With Marmite nearly impossible to find for British expats in the US, the brand turned shortage into opportunity by reframing fandom as a mission to smuggle it across borders.

Challenge

125,000 Marmite lovers in New York City are having to live without Marmite.

Crazy Emotion

People who love Marmite would do anything for it.

Crazy Ambition

Make sure no British expat ever has to live without Marmite.

A close up of a Marmite billboard
A billboard with Marmite posters
An image of airport security inspecting a suitcase filled with Marmite jars
A photo of airport security officers taking jars of marmite out of a suitcase
A Marmite billboard on the street of New York
An x-ray image of a suitcase with a jar of marmite inside
Marmite Billboards in New York