Ouch! Marmite takes swipe at Aussies by handing out sandpaper at Lords

Mark Johnson's picture

Marmite has upped the ante in its war of words with Aussie rival spread, Vegemite, by handing out branded sandpaper as the second Ashes Test featuring England against Australia started at Lords’ Cricket Ground. 

The guerilla-style tactical push, created by adam&eveDDB, was described as a light-hearted reference to the ‘Sandpapergate’ – the scandal when the Australian national cricket team’s Cameron Bancroft was caught by TV cameras trying to rough up the side of the ball with sandpaper. Ouch!

The aim of this was to make it swing in flight during the Third Test match against South Africa at Newlands in Cape Town in March 2018. 

No tampering 

‘We won’t be tampering with it’, the strapline promises. Cricket fans will either love it or hate it.

It is part of a wider activation of Marmite’s ‘MarmyArmy’ promotional strategy, which also saw Marmite jars and badges being handed out at Lords’ Cricket Ground. W Communications managed this activity.

The war of words was started by Marmite back in July, when it described the The Ashes cricket test as a battle between itself and rival Vegemite. The latter responded by taking an ad in  UK tabloid  newspaper The Mirror insisting Vegemite was too “strong”, resilient and cunning for British people to enjoy: “Vegemite tastes like a come-from-behind victory by 251 runs… you won’t like the taste of Vegemite”, it read, playfully.

With the test underway, Marmite’s latest swipe, albeit with sandpaper will almost ellicit another response from the  Australian spread.

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