The Marmite spread, which always generates much buzz around itself, is announcing a new push revolving around its secret community, Marmarati. The secret society, which has been launched to support the release of Marmite XO, the brand’s extra strong version, and has been running in beta for some time, is gaining momentum. The new online hub, which has been created by We Are Social, invites consumers to undertake a range of challenges, which will help to demonstrate how true their love for the ‘Noir Elixir’ is.

With the full-version release of the community, the brand wants to double the number of members, inviting another 300 fans. The users can undertake one of the four challenges (or all of them) revolving around photography, art, cooking and crafts with the Marmite element—another four to arrive soon. Each of the challenges is illustrated by dedicated ironic spots featuring a serious and a bit gloomy man, who comments the idea of the task. “Art is a cornerstone of the Marmarati and we simply wish to see your creative endeavours shared in fine company—put pen, pencil or paint to paper (or e-ink to your computerized canvas if you are so inclined) and show us how you would raise the delicious design of Marmite XO into the Marmart history books,” writes the brand about the art challenge. Contributors to the community earn various badges for their works based on quantity of creative entries they have submitted.

“In the Marmarati, We Are Social has created a truly groundbreaking campaign, not just in terms of creative ideas but also with unparalleled levels of long-term engagement. The passion and commitment its members show takes the idea of a social CRM campaign to another level,” commented Joanne O’Riada, brand manager for Marmite at Unilever.