Marmite Elevates The Poshness Of Its Controversial Spread In A Golden Carriage

In celebration of the launch of what’s now known as its “posher-than-posh spread,” Marmite is pulling out all the stops—including busting out a gold horse and carriage to ride around Chelsea, London, to promote the new Marmite Truffle.

The campaign, created by advertising agency Adam&EveDDB, is a quirky take on the popular condiment, placing out-of-home advertisements in affluent locations in the city, with witty slogans in a “posh” language, such as: “One either loves it or one finds it really rather beastly.” 

As Muse by Clio notes, Marmite’s branding has long tapped on its polarizing reputation, as when it collaborated with Lynx (Axe) body spray to come up with one of the most hotly-debated scents ever.

According to The Drum, in this campaign, there’s even a billboard outside Harrods that plays into the luxury stereotype with the line: “One either loves it or regurgitates in one’s designer handbag,” and another on Chelsea Embankment that reads: “One either loves it or would rather gargle Thames Water.” 

Other than the out-of-home spots, the giggle-inducing creatives will be rolled out across the brand’s social media channels and print advertisements, with Ben Tollett, Adam&EveDDB’s Group Executive Creative Director, telling the site that it’s been a struggle to “contain one’s excitement” from the first moment he saw the campaign. 

[via The Drum and Muse by Clio, images via Marmite]