This case documents how, despite being in a declining market, Marmite managed to grow at an average of 5% p.a. between 1995 and 2001. This was achieved with little more than an extremely effective ad campaign and associated PR. This activity was instrumental in repositioning Marmite's brand image and re-introducing lapsed users. Econometrics showed how the £12.4m spent on advertising increased sales by £53.5m and that without the advertising and PR the sales would have fallen by 26%.