Calverley was faced with the daunting challenge of re-engaging a 107- year old brand with young consumers, she excelled herself. In developing and launching the Guinness Marmite variant, Calverley

With a small budget Guinness Marmite was launched on St Patrick's Day. Powerful communication was essential. The strength of the two brands gave the hybrid strong PR value, resulting in 100 pieces of media coverage. This was backed up with press advertising. An initial run of 300,000 jars sold out within days, resulting in a follow up run requested by retailers. More importantly 80% of purchase was incremental, creating 2% growth on the brand year on year.

This success opened the door for Calverley to develop a year -on- year business plan for further activity, with more limited editions planned to engage different audiences. The 2008 edition was the 'Lovers Marmite' which occurred around Valentines's day, and included a space on the back label to write a message to a loved one.

In the three years since the launch of the Guinness Marmite, this limited edition strategy is expected to deliver growth of 7% for the brand - with minimal investment. This impressive achievement made Calverley the outstanding candidate for the this years Young Marketer of the Year award. paved the way for a fresh 'limited-edition strategy that will serve the brand well.