Marmite spreads itself thinly

I noticed that Marmite has been appealing to Twitter and Facebook users to start adopting ‘Twibbons’ and various other symbols to try campaigning for some stolen Marmite to be returned. It all looked like a regular marketing campaign.

Then, I had a look at the news and saw that £60,000 worth of Marmite products had indeed been stolen. The thieves even managed to get away with some limited edition chocolate Marmite intended as a Christmas special.
Given that the theft was only reported in the media three days ago, the marketing team at Marmite is either staging an elaborate hoax to promote their Christmas products, or they have been very quick to react and turned a £60,000 loss into a huge amount of free publicity.
What do you think? Any savoury detectives with inside info?