Challenge

Make Marmite even more famous in the online space by exploiting its "you'll either love it or hate it" brand proposition.

Insight

In April 2010, Facebook introduced the Like button. The Like button is now on over 2.5 million websites and has been hailed as Facebook's greatest invention. Many people have also asked Facebook to introduce a Dislike button. But it's unlikely it ever will because a Dislike button could be seen as negative and divisive.

Solution

What's the one brand that isn't scared to polarise opinion? Marmite, of course. So we create a Marmite Index that lets people express their loves and hates at the click of a button.

Each week, UK members of the Marmite Index Facebook page vote for whether they love or hate people, places and things. These loves and hates show up in Facebook news feeds, potentially reaching over 600 million active users. They also form the basis of a social graph, published every Friday afternoon in a humorous e-newsletter.

The results of the Marmite Index can be used to generate great free PR. In fact, many partners will even pay for this newsworthy content.