Marmite has launched a new advertising campaign encouraging more people to cook with the British savoury spread, famously known for its polarising ‘love it or hate it’ taste.
The print and out-of-home campaign, titled ‘Dishes of Love and Hate’, features close-up images of delicious-looking, styled meals, all cooked using Marmite as a key ingredient.
But on closer look, the food appears to be making faces in response to either loving or hating being in the recipe with Marmite – from chillies on a pizza to pasta shapes.
The campaign is in response to seeing a change in the nation’s breakfast habits whilst also a rise in the use of Marmite in cooking – the number of people in the UK that choose toast as their go-to breakfast has dropped to just 18% – a 62%** decline over the last 15 years vs. a 37%*** increase in the use of Marmite in cooking. There’s also a growing number of top chefs and food influencers like Nigella Lawson, Monica Galetti and Sat Bains who already cook with Marmite for its high-umami, deep savoury flavour.
The campaign will run across OOH and press media at sites and publications including Metro and The Sun, through April.
Morgan McAuley, Senior Brand Manager, Unilever, said: “Marmite is already a secret ingredient for chefs and food influencers. With our new campaign, we’re bringing the joy of cooking with Marmite to everyone – and showing that its bold flavour works just as well in everyday dishes as it does on your morning slice of toast.”
Matt Gay, Executive Creative Director, adam&eve\TBWA, added: “Chefs, home cooks and foodies have been using Marmite in their recipes for years. Marmite wants to inspire more people to do the same, which gave us a brilliant opportunity to show the love-it-or-hate-it spread being used in a new way. So, we created delicious meals made with Marmite, only for the ingredients to be subtly divided by the new addition. Personally, I love it.”
The convergence of tech and brands 