Marmite recruits Paddington Bear

Marmite's latest TV advertising campaign is to be fronted by Paddington Bear as it aims to encourage consumers to try something different in their sandwiches.

The TV ads, created by DDB London, feature Paddington replacing his trademark marmalade sandwich with one containing Marmite and cheese.

The multimillion-pound campaign will run across TV and radio throughout October as part of Marmite's long-running 'Love it or hate it' marketing strategy.

Last summer, Marmite launched an upside-down squeezy variant which it backed through a £3m advertising campaign by DDB. The introduction of the bottle was the biggest change to the brand in its 104-year history.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content