Marmite's 'Love It or Hate It' Campaign Gets Posh in Ads for Truffle Spread

Nothing says Marmite like regal, gold-trimmed signage driven around London’s elegant Eaton Square via horse and carriage.

“One either loves it or finds it really rather beastly,” the ad proclaims.

The OOH initiative from adam&eveDDB trumpets Marmite Truffle, a new savory flavor from England’s most loved/hated, yeasty/salty food spread.

“We’ve carefully curated our new product with the distinct flavor of truffle for the most discerning Marmite connoisseur,” senior brand manager Sophie Allan says in a statement. “Gracing the poshest of tables from brunch through to supper, Marmite Truffle is deliciously decadent.”

Other self-aware campaign lines include:

• “One either loves it or regurgitates in one’s designer handbag,” on signage outside upscale Harrods department store.
• “One either loves it or would rather gargle Thames Water,” placed on the Chelsea Embankment.
• “One either loves it or has to rinse one’s mouth with Early Grey,” in tony Knightsbridge.

“From the very first moment one saw this campaign, one’s been struggling to contain one’s excitement,” quips adam&eveDDB group executive creative director Ben Tollett.

Unilever-owned Marmite has long traded on its polarizing rep, with fun work focused on everything from hypnosis to facial recognition, and brand extensions including a limited-edition ale developed with Camden Town Brewery. (Yuck? Yum?)

Marmite Truffle has received mostly thumbs up so far. (But they like kidney pie there, too, so proceed with caution.) The stuff retails for £4.50 (about $6, mate!) online and at Sainsbury’s stores throughout the U.K.

CREDITS

Client: Unilever
Brand: Marmite
Project/Campaign name: Marmite Truffle

Client/s Team:
Job Title: Fikerte Woldegiorgis – Marketing Director for Foods, Unilever UKI
Job Title: Georgina Bradford – Marketing Director for Foods, Unilever UKI
Job Title: Kyrie Merryman, Marketing Manager
Job Title: Sophie Allan, Senior Brand Manager, Unilever UK
Job Title: Grace Mallinder, Marketing Executive, Unilever UK

Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Snr Creative: Stevie Rowing-Parker
Snr Creative: Helen Balls
Agency Integrated Producer: Peter Williams
Planner/s: Will Grundy, Liora Ingram, Henry Bilson, Sara Keegan
Project Manager: Linda-Aileen Macfarlane
CEO: Tammy Einav
Managing Partner: Tom White
Account Director/s: Max Sullivan, Oliver Lester
Account Manager/s: Emily Bristowe

Design and retouching: King Henry
Designer: Martin Murphy
Senior Designer: Carl Warren
Head of Design: Paul Knowles
Artworker: Sam Stabler
Head of Artwork: Dave Callow

Retouching Supervisor:  Daniel Sandals
Retoucher: Charlie Townsend

Media agency: Mindshare
Client Director/s: Clemmie Marcel
Account Director: Tess Domenet
Account Manager: Tash Irwin
Account Executive: Siobhain Molloy
OOH Account Director: Rikul Sudra

Billboard sites: JCDecaux

PR Agency: W Communications
Associate Director: Jess O’Donohoe
Senior Account Manager: Paige Hartley
Account Manager: Susana Micolta
Senior Account Executive: Ella Bull

Photographer (Still Life): Sam Hofman
Photographer (Lifestyle): Dan Burn-Forti
Photography agent: Coco Wolf
Shoot Producer: Sasha Rickerd
Agency: Making Pictures