‘Don’t Freak’ Branding

Following the ChristChurch (New Zealand) earthquake of 2011, the Marmite factory was forced to close, causing a shortage of Marmite across New Zealand. Coined by some as “Marmageddon” it trended widely online and was reported in the world news, being run as a story in such newspapers as The Guardian, The New York Times and Le Figaro to name a few.

The advertising campaign was aimed at helping inform New Zealanders of the shortage. Working with Saatchi & Saatchi Auckland, the project involved the creation of a versatile branding system that would work across all advertising media channels.

The concept “Don’t Freak, It’ll be back” was designed as an illustrated word mark and rolled out as street/billboard, television, POS, DM, web & press adverts. The campaign launched as a televised appeal featuring Graham Henry, the All Blacks World Cup winning rugby team coach, urging the Nation for calm.

The project was featured in Ad Week, July 20th 2012.

Agency: Saatchi & Saatchi