It was a marketing campaign of pure genius. To launch its extra-strong Marmite XO, the brand created a fictional secret society, the Marmarati, complete with its own history and traditions. Fans were invited to apply for membership, with the chosen few being the first to sample the new, more potent spread.

The campaign was a roaring success, tapping into the cult-like devotion many feel for the product. It created a sense of community and exclusivity, turning customers into members of an elite club. The story of the Marmarati remains a brilliant example of engaging, narrative-driven marketing.

Source: https://www.thegrocer.co.uk/marmite-xo-to-be-launched-by-unilever/205339.article, http://www.marmitemuseum.co.uk/history.html