Over the past 3 years, Unilever worked with We Are Social to create an exclusive online community called the Marmarati for hardcore Marmite lovers. The original campaign for the launch of Marmite XO, which used only social media with no other advertising, was very successful and won several awards. As Marmite XO was being repackaged, Unilever saw this as an opportunity to reactivate the Marmarati community and add new members. New members had to complete a series of challenges by submitting photos, videos, or text to prove their Marmite passion, and over 1,800 entries were received to choose 300 new Marmarati members. These members now have access to Marmite XO merchandise in