BMP DDB has unveiled a new advertising offensive for Marmite,
continuing the theme that while some people may like the yeast extract,
others loathe it.
’Promotion’ is set outside a supermarket, where two jolly Marmite reps
proffer a silver salver of toast spread with Marmite to passers-by,
flanked by a giant inflatable Marmite jar. Some shoppers happily take a
slice, others pull faces after smelling it and throw the snack back down
on the salver.
Things begin to go awry when some shoppers grab more than their fair
share; at the same time, one of the reps is seen chasing a reluctant
taster through the car park waving a sample. Eventually, total chaos
ensues when the two factions start fighting. The Marmite-lovers stampede
the reps, knocking down trolleys and seizing as much toast as they can.
The Marmite-haters, meanwhile, try to deflate the inflatable jar. The ad
ends with an aerial shot of the rumpus as the endline flashes up: ’You
either love it or hate it.’
In tandem with the TV campaign, which breaks on 10 November, a tasting
promotion will run across the UK. Additionally, two 48-sheet posters
will appear along busy routes around major towns and cities. The first,
’Honk if you eat Marmite’, is accompanied by the ’My Mate Marmite’ jar.
The second, ’You’ll honk if you eat Marmite’, shows the ’I hate Marmite’
jar.
The 30-second TV ad was written by Mike Boles, art directed by Jerry
Hollens and directed by Dominic Murphy through Blink. The posters were
designed by Richard Flintham and Andy McLeod. Media was bought by BMP
Optimum.
