The Marmite-Vegemite war that’s happening at Ashes Test matches has taken a bit of a nasty turn after Marmite handed out sandpaper to fans during the just-finished second Test at Lords.
The sandpaper – which was a clear dig at “Sandpapergate” where Australia were busted cheating 18 months ago – came with the slogan, “Love it or hate it, we won’t be tampering with it.”
The campaign was created by Marmite’s London agency adam&eve who described the stunt as “a light-hearted reference to ‘Sandpapergate’”.
The brand has been actively promoting itself during the first two Tests in an activation called “Marmy Army”. Apparently, its attempting to cajole Aussie cricket supporters away from their traditional and much-loved Vegemite.
Not that Vegemite has taken the provocation lying down, taking out full-page ads in British newspapers that infer people who consume its rival won’t like Vegemite because “it tastes of Australia”.