Literacy news
Reading for Life Marmite promotion wins gold award
8 Jun 2010
Marmite’s Horrid Henry promotion has been awarded with a gold at the Institute of Sales Promotions annual awards. The promotion was part of the National Literacy Trust’s Reading for Life social marketing campaign which promotes the benefits and enjoyment of communication through reading, writing, speaking and listening.
The partnership between Marmite, Audible and Reading for Life enabled Marmite customers to redeem a free Horrid Henry audible download by using a unique code on the inside of Marmite labels. National press and radio was used to drive awareness of the promotion which saw 10% of participants redeem between two and five jars in four months. The promotion resulted in over 17,000 downloads. The campaign received the award for Partnership Marketing, as well as a silver in the foods category.
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