Marmite appeals to lovers and haters with 'pay-by-sentiment' café

Marmite will analyse whether a customer is a lover or a hater on Twitter
Marmite will analyse whether a customer is a lover or a hater on Twitter

Divisive condiment Marmite has teamed up with London café Soho Grind to launch a pop-up where guests pay with sentiment.

The Marmite Love Café has been designed to celebrate the launch of the brand’s new lighter-tasting variant, Marmite Summer. It will be open on 4 and 5 August at Soho Grind’s Beak Street location.

To pay for Marmite Summer on toast or Marmite Summer and cheese toasties, customers will be asked for their Twitter handle on arrival. This will be entered into a social media-powered ‘love-o-meter’ that will measure whether the guest is a ‘lover’ or a ‘hater’ based on their online sentiment.

Lovers will receive their order, along with a Soho Grind coffee, for free, while the haters will be asked to pay the normal price.

It is not the first time a brand has traded cash for social media. Nokia determined guests' online influence via Klout and charged them for artwork using this currency at a pop-up last July, while Marc Jacobs' Tweetshop offered guests a gift in exchange for a tweet in August.

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