Marmite Gets It On In Slightly Suggestive Ad To Lure First-Timers
By Nicole Rodrigues, 04 Oct 2023
Marmite, the iconic spread with a polarizing reputation, has embarked on a spirited campaign targeting young adults, aptly titled First Timers. The mission is to entice those in the 18-24 age bracket to give Marmite a try, considering that a noteworthy 43% of this demographic has yet to experience its unique taste.
The campaign is a cheeky 60-second advertisement by Adam&eveDDB and director Guy Shelmerdine starring puppets on a culinary adventure, trying Marmite on toast. The spot doesn’t shy away from playful innuendos, underscored by a catchy electro track courtesy of Giraffage. The tagline is as straightforward as it gets: “Love it. Hate it. Get it on.”
The puppets are seen sensually preparing a slice of Marmite toast, spreading the jam, dipping the knife in the jar, and even licking the bottle (don’t worry, you won’t need to do the same to enjoy some Marmite).
Sampling kits will also find their way into universities, inviting students to savor their first Marmite encounter. Additionally, they’ve launched a TikTok challenge dubbed “Are you a Marmite First-Timer?” and a Tinder quiz playfully titled “Sticky Situations,” all seasoned with witty language to keep things light-hearted.
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