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EACH TABLE IS TEAM (WITH A TEAM NAME). QUIZ SHEET PER TEAM. ROUNDS: AUDIENCE CATEGORY, IMAGES ROUND, SHOT TYPES ROUND, ADVERT
TERMINOLOGY CATEGORY.
TOTAL OF 24 POINTS.
IMAGE ROUND
LOS REFRESH ADVERTISING KNOWLEDGE (QUIZ). INTRODUCING THE PRODUCT, HISTORY OF THE BRAND AND INSTITUTION
THAT WE WILL BE CONSIDERING FOR YOUR CONTROLLED ASSESSMENT.
MARMITE: A HISTORY
HOW DID MARMITE COME ABOUT?
WAS DISCOVERED BY ACCIDENT BY A GERMAN SCIENTIST ( JUSTUS LIEBIG ) WHO FOUND THAT BREWER'S YEAST COULD BE CONCENTRATED, BOTTLED AND EATEN - MARMITE RESEMBLED MEAT EXTRACT BUT WAS IN FACT VEGETARIAN (A BI-PRODUCT OF THE BEER BREWING PROCESS).
IN 1902 THE MARMITE FOOD COMPANY WAS FOUNDED IN BURTON-ON-TRENT, STAFFORDSHIRE, WHERE THE RAW MATERIAL WAS READILY AVAILABLE FROM THE TOWN'S BREWERS. THE ORIGINAL RECIPE CONTAINED SALT, SPICES AND CELERY. LATER FOLIC ACID, VITAMIN B12, THIAMIN AND RIBOFLAVIN - VITAMINS WHICH OCCUR NATURALLY IN SOME FOODS - WERE ADDED IN HIGH CONCENTRATIONS.
WHO OWNS THE BRAND MARMITE? IN 1990, MARMITE LTD WAS BOUGHT BY CPC LTD (NOW NAMED BEST FOODS INC). MERGED WITH UNILEVER IN 2000, AND MARMITE IS NOW A TRADEMARK OWNED BY UNILEVER.
THE NAME COMES FROM THE NAME OF A FRENCH CASSEROLE DISH CALLED A MARMITE
(PRONOUNCED MARMEET) A POPULAR FISH STEW. EVER SINCE THE 1920S THE RED AND YELLOW LABEL ON THE JAR HAS HAD A PICTURE OF A MARMITE STEW ON IT.
MARMITE HAS BEEN DEEMED HEALTHY BY NUTRITIONISTS AND PLAYS A USEFUL PART IN MANY
PEOPLE'S DIETS. IT IS INCREDIBLY USEFUL FOR OLDER PEOPLE WHO ARE SHORT IN VITAMIN B-12 AND FULL OF FOLIC ACID, MANY YOUNG WOMEN OF CHILD-BEARING AGE ARE DEFICIENT IN FOLIC ACID. 1999 THE COMPANY SENT EXTRA SUPPLIES TO HOMESICK BRITISH PEACEKEEPING TROOPS IN KOSOVO.
HAS BEEN USED AS A DIETARY SUPPLEMENT IN SOLDIERS' RATIONS IN BOTH WW1 AND WW2. IN
http://www.dailymotion.com/video/xfht6g_publifeguard-unilever-2-lifeguardzone_fun
Mini task (5 mins): Put yourselves in the role of a Copywriter in an Advertising agency As a table come up with a new slogan for marmite. You will need to play on the advertising style of humour. You may wish to consider puns and other language devices. Write your best attempt down to share with the group.
QUESTIONS
What type of advertising/style is used to sell marmite? How are marmite lovers depicted. Do you find it unusual that the term hate is used in the advertising of the product? Why is ok to suggest that marmite doesnt taste nice? Why is it ok for the advertiser to do that? What is reinforced?
MAIN TASK:
In groups you are to act as the creative team for an ad agency and come up with an idea (story board) for a new TV ad for Marmite.
As well as this you will be creating a draft of a print advert (this can be done on computer but will need to be emailed to me if so). Things to consider: Working together as a group to a time limit The love it or hate it campaign and how you might or might not incorporate into your campaign? The age and reputation of the brand. The audience you are attracting (who buys Marmite?).
HOMEWORK
Using the above websites create a brief factsheet about the history of marmite as a product. Include any facts you find interesting. Write up in books or on the computer. If completed on computer print out and bring out to Wed lesson after half term.