An on-pack promotion used Denny Bros multi-page labels to add an element of fun to buying Marmite.
Purchasers could choose between two 250g jar designs, Marmite is Horrid or Marmite is Perfect. Each pack offered the chance to download a free Horrid Henry audio book.
The front label hooked shoppers while the promotional details were contained in a 3-page resealable Fix-a-Form from Denny Bros on the back of the jars.
Peeling open the label revealed a web address and unique code, which was concealed under a scratch-off panel to keep the promotion secure in-store.
