Retail Gazette Loves: Snatch’s £1500 golden jar of Marmite


Treasure hunt app Snatch is offering users the chance to bag a £1500 18ct gold jar of Marmite.

Snatch is an augmented reality app in which users can win prizes donated by a raft of retailers and suppliers including Topshop and now Marmite.

When a user finds a jar of Marmite in the app, the player must answer whether they were a “born a lover” or “born a hater”, they’ll then be gifted a randomly selected prize of either the gold-plated jar, a personalised jar of Marmite or a sample of the famous spread.

The initiative is part of the Gene Project’s DNAFit campaign, a research project which has found that people are genetically predisposed to loving or hating Marmite.

“AR provides a new way to interact with consumers,” Snatch head of marketing Kate Taylor Tett said.

“The immersive tech draws players in with a heightened level of interactivity which was previously unavailable to phones – it is a great way for brands to increase their engagement with potential customers.

“Our collaboration with Marmite capitalises on this with a fun piece of activity for our users, as they actively seek out in-game jars on the map to trigger an AR experience, with one lucky winner scooping the golden prize.”

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