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Marmite to open ‘pay by sentiment’ cafe, giving happy Twitter users free food and coffee

In a stunt to celebrate the launch of ‘Marmite Summer’, a new lighter tasting variant, Marmite is opening a ‘pay-by-sentiment’ cafe in London.

Marmite pay cafe

Opening for two days only on the 4th and 5th August at Soho Grind’s Beak Street location, the Marmite Love Café will ask customers for their Twitter handle on arrival.

This will be entered into a ‘love-o-meter’ that will measure whether the guest is a ‘lover’ or a ‘hater’ based on their online sentiment. Lovers will be given Marmite Summer on toast or a Marmite Summer and cheese toastie along with a Soho Grind coffee – for free – while haters will have to pay full price.

Marmite pay by sentiment

A good campaign, and especially nice to see online sentiment services a la Klout used for a reason other than social media ‘gurus’ validating their self-worth.

Credit: thanks to Delicious Media’s Dave Pullig for sending our way!


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Rich started in January 2012. It has been named Vuelio's top PR blog. He runs consumer PR agency Radioactive PR, which has two offices in the UK. He also wrote 'Myths of PR', which went on to become Amazon's best-selling PR book within days of release. In March 2013, Rich co-founded blogger outreach service He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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