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.