Unilever taps AR tech for Marmite initiative

Unilever, in collaboration with AR treasure hunt app, Snatch, is hosting a competition to win the world’s most expensive jar of Marmite.

Dipped in 18ct gold, the plated jar is valued at £1,500 by Boningtons Auction House, with only one in existence. In the Snatch app, players hunt for jars of Marmite around a map. Once they find one, they then see cracks on their floor, rubble rumbling from the ground, and a plinth rises with a Marmite jar on top. The player then answers whether they were ‘Born a Lover’ or ‘Born a Hater’; a copy of their choice will give them additional information on the Gene Project, one of the UK’s leading genetics labs, and they’ll also win a randomly-selected prize. This could be the gold plated jar, a personalised Marmite jar or a sample of Marmite.

Kate Taylor Tett, Head of UK Marketing at Snatch, comments: “AR provides a new way to interact with consumers. The immersive tech draws players in with a heightened level of interactivity which was previously unavailable to phones – it is a great way for brands to increase their engagement with potential customers. Our collaboration with Marmite capitalises on this with a fun piece of activity for our users."