Marmite is back on our TV screens for the first time in two years, as part of a £2m investment into the brand for 2013.
The new strapline, ‘Love it. Hate it. Just don’t forget it.’, aims to rekindle the nation’s love of Marmite and launches with the brand new advert on Monday 5th August. The launch will be supported with additional activity, including an extensive OOH drive as well as digital and experiential sampling and a heavyweight PR and Social Media campaign.
Joanne O’Riada, Brand Manager for Marmite at Unilever UK said, “Our new strapline builds on our iconic ‘Love it. Hate it.’ positioning to create a campaign that remains true to Marmite’s light-hearted personality.”
The advert is appearing just as Unilever announced that the Marmite Facebook page has had one million likes.
“We know that Marmite – and its very British sense of humour – is very much ingrained in consumers’ minds and hope our new campaign will appeal to people who already have an opinion of Marmite – whatever it is,” adds O’Riada.
The TV creative is based on the style of the popular animal rescue documentaries and takes a tongue-in-cheek look at ‘neglected’ jars of Marmite which have been left at the back of people’s cupboards. We see a Marmite Rescue Teams enter various homes across the county to rescue forgotten Marmite pots which are taken to rehoming centres where they are united with new, loving families.
The campaign will be live throughout August and September and will run until the 6th October 2013.
