Marmite's Love - Hate Digital Campaign Ends with Creation of Local Sculpture
Marmite has ended its spoof political Love/Hate campaign, launched in July to play on public interest in the General Election, with the unveiling of a Marmite jar-shaped monument in Burton Upon Trent.
Brand owner Unilever has said that the sculpture will provide a place for fans to "congregate and worship" their favoured bread spread and "marks the nation's unconditional affection towards one of Britain's most iconic brands".
Marmite is using location-based social networking services Facebook Places and Foursquare to encourage fans to make a pilgrimage to the 'Monumite' shrine. They will also be able to download unique digital content celebrating the history of Marmite and Burton to their mobile phone via Bluetooth.
The sculpture was installed by Marmite's Love Party winner. It was design to act as a sustainable and long-term piece of public art, as well as seating for children and a platform for adults at public events.