Image via Marmite

APEX Insight: Marmite’s marketing activation spread relief to travelers passing through London City Airport’s security.

For one day only, London City Airport (LCY) declared amnesty for Marmite. Makers of the love-it-or-hate-it breakfast spread (not to be confused with Vegemite) set up a swap station yesterday at the LCY security area where they handed out carry-on-friendly 70 ml jars of the yeast spread to travelers forced to part with their “contraband” Marmite jars.

The brand activation was inspired by data released from LCY indicating that Marmite is the most-seized branded food item at the security barrier, since it’s considered a liquid. In case you’re wondering, the confiscated jars of savory goodness don’t go home to LCY staffers’ pantries. According to the airport, they are donated to local charities.

“With 4.5 million passengers traveling through our doors each year, we see all kinds of weird and wonderful restricted items, including Marmite,” said Melanie Burnley, director of Customer Experience at London City Airport, in a press release. “The Marmite swap is a temporary but popular addition which means … you’ll still be able to get your Marmite fix when traveling from London City Airport. For any other liquid or gel items above 100 ml, it’s best to pack them safely in the hold luggage.”

Airport security procedures remain a top pain point for air travelers for a variety of reasons, including uncertainty around what can be brought through. Perhaps other brands will step up for their customers, making sure they don’t have to fly without their favorite treat.