The Challenge

Graze tasked us with a campaign that would get people talking about (and eating) its newest bar snack: Marmite Crunch. We took on Marmite’s divisive slogan “Love it or Hate it” and gave viewers an immersive game show-like experience set in - where else? - a Great British pub.

The Response

Graze’s Instagram campaign gamifies the classic pub sport: good old-fashioned debate. The Love it or Hate It challenge saw punters rate the UK’s most controversial food combos including Graze’s Marmite Crunch. High quality platform-native production featuring an iconic East End soap star drives viewers to try the product for themselves.

Instagram-native production sees an
iconic talent and an east end soap star
crown Graze’s Marmite Crunch a
winning combo.