Cross-promotion in support of a cross-promotion campaign!

The gist of this lengthy post: take a negative, add some humour and ingenuity and make it a positive!

God bless Rax from Splendid Communications. His agency has the Marmite account, and as part of their follow-up to a cross-promotion campaign earlier in 2007, he sent me this little note:

Canuckflack, Oh Canuckflack,
How we all love Colin McKay
So we’re writing him this romantic note
Because it’s Saint Valentine’s day!

His quirky take on the marketing world
Fills our lives with daily mirth
Which is why he is without dispute
The most gorgeous blogger on Earth…

You’ll always be our classic rock
As you guide us through what’s new
The communications industry has found itself
A poster boy in you.

Colin – a man like you, who knows his stuff
And can talk all things social media
Fills our minds with many naughty thoughts
About how we want to feed ‘ya…

So we’d like you to try new Lovers’ Marmite,
Which is laced with a bit of Champagne
You should have fellow citizens wondering
About that nice smell on the O-Train…

And so when you’re chomping on your morning toast
Before you head out to Uppertown
Don’t forget to reach for the Marmite jar
But you don’t have to put the butter down

Happy Valentine’s Day from Marmite
You’re our perfect date
Thanks for showing us some love
Instead of choosing to hate!

What cross-promotion, you may ask?

The fabulous Paddington Bear preferring Marmite over Marmalade ad:

But what’s the second level of cross-promotion?

Some little thing called “Lover’s Marmite” - a special blend of Marmite and Champagne only available for a limited time, with a special label on the back. A label where you can write the name of your special darling, as you hand them a jar of yeast extract that says “I Love You” on the front.

The only thing better would be used undergarments from your solo vacation to Thailand.

If that image wasn’t disturbing enough, take a look at the advert for “Lover’s Marmite”:

Honestly, I don’t know why I obsess over Marmite (the product), but Marmite (the marketer) has bowled me over twice in six months!

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