Irony - Spread It On Your Sarnies...

There's nothing like a bit of bandwagon jumping for a Friday afternoon, so hail to the nice people at Marmite - the strange yeasty spread that becomes curiously more alluring as soon as you leave the country.

Marmite, I spread it on my baps then lick it off...

Not content with stimulating British taste-buds in foreign climes, the marketing men have leapt on the self-consciously self-parodying concept of Extreme Ironing and come up with 'Extreme Sandwiching'. Yes, yes, you've guessed it, the idea is to take a pic of yourself eating a Marmite sarnie in an extreme place.

There's perhaps one good aspect to this wholly daft idea, which is that if you send said pic to Marmite and it's judged to be extreme enough, you could win - and we quote - 'an amazing holiday and Nikon Coolpix 3100 Digital Camera.'

Well hurrah. Marketing has eaten itself with a big smear of Marmite on it. And just to show how gloriously post-ironic the whole thing is, they've recruited aged DJ Tony Blackburn and someone called Nell McAndrew to kick the whole competition off.

Gorgeous, pouting Nell commented: 'MARMITE on toast is for beginners, it has to be an Xtreme MARMITE sarnie for me! I can't wait to see what everyone gets up to with their MARMITE sarnies - there's bound to me some Xtremely interesting entrants!'

Amazing how working in a small office in London stimulates the brain cells eh? Laugh, we nearly ate a Marmite sandwich. Anyway, the competition runs until 14 September, there are details on jars of Marmite which you can buy in shops and as a special bonus, the most extreme photo submitted wins a one-off bonus prize - one lucky sandwicher will be able to smear the lovely Nell in Marmite, then lick it off. Actually we just made that up.

More on Xtreme Sandwiching on the Xtreme Sandwiching website, which we couldn't get onto anyway.

ps: the brilliant, pouting PR agency behind this is none either the very famous Freud Communications. The best of the best. Ahem...