Marmite launches ‘Love it. Hate it. Just don’t forget it’ campaign with a new spot and ambient series via adam&eveDDB London
UK: Marmite has launched a new ‘Love it. Hate it. Just don’t forget it’ campaign spearheaded adam&eveDDB London.
The campaign kicked off by airing a 90″ TV spot directed by James Rouse at Outsider, with accompanying sheets shot by David Sykes and a host of other online films.
Based on the insight that somewhere inside every kitchen cupboard is a jar of the nation’s favourite yeast extract, the campaign moves on from the well known love it or hate it strapline, urging users not to forget their jars, ‘Love it. Hate it. Just don’t forget it’.
The TV spot, shot in the manner of a real-life animal rescue programme and voiced by Michael Buerk, sees the Marmite Rescue Unit remove neglected jars from offenders’ homes before taking them to the Marmite Rehoming Centre. From there, the previously lonely and forgotten jars are ‘adopted’ by Marmite-loving families.