Marmite was faced with a dilemma: it needed to change its usage to encourage growth without losing its existing customers. In March 2007, Unilever launched 'Marmite Squeezy' to target the consumer sandwich market. In this filmed case study from the 2008 IPA Effectiveness Awards, the people behind the campaign tell us how they involved Marmite fans in the change in product format, and delivered success through an integrated marketing campaign.