Iconic brand Marmite, famous for legendary advertising slogans such as, ‘you’ll either love it or hate it’, and ‘My mate, Marmite’, is worried that most of its audience is 45 years +. Therefore, it is setting the MAD//Fest Brand Challenge, which will take place at MAD//Fest, on 5 July, to find innovative solutions to help them connect with the younger generation. 

“Marmite is an iconic brand and we fear we’re losing the younger generation, fearing we’re not speaking the same language.” said Nira Kanaber Nutrition Channel Lead at Unilever. “We want to spark their interest and invite them to not only try Marmite, but also be part of its legendary movement and help continue building its legacy! We’re willing to challenge our comfort zone and try new mechanics.

This year’s MAD//Fest will see some of the world’s top brands provide briefs as MAD//Fest’s House of Innovation start-up partners pitch for the chance to secure pilots and deliver innovative solutions to real brand challenges. The pitches, which are being run by Co:Cubed and are exclusively available to start-ups exhibiting in MAD//Fest’s Start-Up Street, form the backbone of the innovation-focused content.

Kanabar said of setting the challenge: “We are excited to participate in Mad Fest this year – we’ve heard so much about their mind-blowing, disruptive, cool way of bringing innovative ideas for all sorts of businesses! We look forward to being part of this wave and collaborate with the most creative minds, to crack some challenges and produce something brilliant for our brands!

“MAD//Fest’s Brand Innovation Stage and adjoining ‘Start-Up Street’’ is the place to discover new start-ups and see how they can address the real challenges of the world’s top brands.” said Luke Wilcox, MAD//Fest London’s Content Director. 

Expected to attract 10,000+ marketers and named ‘Event of the Year’ at the UK Event Awards, MAD//Fest London speakers include Tesco Chief Customer Officer Alessandra Bellini, Castore Founder Thomas Beahon and Ben & Jerry’s Director of Global Activism Christoper Miller, LIPTON Global Chief Marketing + Digital Officer Aparna Sundaresh, Co-op Chief Customer Officer Kenyatte Nelson and S4 Executive Chairman Sir Martin Sorrell.

Click here to secure your ticket.