This document provides information and guidelines for the RCA Design Competition to redesign licensed products for Marmite. Entrants are asked to submit initial design responses by June 30th that showcase a design concept through photos and a short written explanation. Final entries will be judged in October, with prizes awarded to the top three designs. The competition aims to create designs that capture Marmite's brand attributes of being polarizing, nostalgic, and uniquely British while appealing across various product categories and retailers. Guidance emphasizes the design must clearly represent Marmite and have broad appeal for homes and consumers.

1. RCA Design Competition 17th June 2011

2. INTRODUCTION

5. PRODUCT CATEGORIES Original Limited Editions Licensing Snacks

6. LOVERS

7. MARMITE’S MISSION Fanatical Fans Heritage Unique polarising taste To be the antidote to blandness in people’s everyday lives British Absolute honesty Irreverent Warm (nostalgia)

8. MARMITE UBIQUITY 3 660,000 495 164,000,000

11. PREVIOUS WORK

12. THE BRIEF

13. TIME TO TOAST A NEW DESIGN ? 2012

14. Start with this ……. START HERE

15. You are creating … a licensed design LICENSEES STYLE GUIDES Flat artwork FLAT ARTWORK

16. FINISHED PRODUCT

20. TRUST ME I KNOW! CUTE BUT OBSCURE

21. TRUST ME I KNOW! DIGNIFIED BUT DISCONNECTED

22. TRUST ME I KNOW! INTRIGUING BUT ABSTRACT

24. COMPETITION GUIDELINES

25. PRIZES

26. PRIZE VALUE £2,000 - Winner £2,000 - Runner Up £500 - Third Place

28. Marmite

29. Commercial

30. Distributors

31. External Judges26

32. TIMETABLE Result announcements 1stSubmissions 2nditeration Final Entries 15th Sept 30th June 2nd Sept 10th Oct

33. OTHER BENEFITSher benefits All entries exhibited in 2011 London Design Festival Winner will have their design featured across the Marmite product range and have the opportunity to attend a major trade fair Winner’s designs credited and will be able to take advantage of press and publicity surrounding the redesign and launch of the new product range

34. HOW TO ENTER Please submit first responses by 30th June Please send these to mark@sparkculture.com Entries to consist of photos of chosen design route together with written explanation of chosen route (not more than 400 words)

36. Password = lovehate

37. You can download a video of this briefing session & the one pager we have given you in your briefing packs

38. The marmite ad reel