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Nov 17 2009 Post Icon

The Marmarati

By: Seamus Waldron Published: 17 November 2009

Yes, it is true, there is a secret (though not so secret now) society of elite Marmaite lovers and that society is called the Marmarati (not to be confused with the rival Marmalade!)

In a rare opportunity, the Marmarati are seeking further members to join this illustrius society in the "Second Circle". The "First Circle" has recently been replenished with a rumurored 40 members... though how I know this, I couldn't possible say.

A bit about the Marmarati...

"Under a cloak of Marmite and with a butter-knife dagger, the Marmarati have protected the Marmite code since 1909. Our centenary brings a momentous occasion: the creation of a new, more powerful Marmite, constructed and blended by the First Circle of Marmarati especially for those that have proved their love beyond all doubt. Those lucky few will be decided first by you, the public, and finally by the careful selection of the Marmarati themselves.

So, my Marmite friends, if you believe yourself to be worthy of the Marmarati we beseech you, gird up your loins, wind up the old thought box and apply to join us post haste.

Many are called, but few are chosen. To join our number you must prove your love with a creative submission.

Competition is stiff; yet those who succeed will receive the rarest of rewards, including a most unique treasure: one of only 200 commemorative jars containing the new 'prototype' stronger, more mature Marmite, handcrafted by our Master Blender with the utmost care."

If you would like to join the Marmarati, submit your entry at http://www.marmarati.org

Marmarati

Update, 2024: The full Marmarati story, with the benefit of hindsight on why the campaign worked, is at The Marmarati, the fake secret society Marmite invented. Marmite XO itself was discontinued and then permanently relaunched in 2019 after fan pressure.

Provenance: Originally published on ilovemarmite.com (the site's original domain, 2000–2016). Republished here on ilovemarmite.co.uk in 2025 after the .com domain was lost. Original publication date preserved above.

Tags: marmitearchivedmarmaratimarketingloveitorhateitbritishfoodcampaignxo
Categories: Pop Culture References , Advertising Campaigns , Limited Editions & Specials

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