Marmite knows that it has haters and lovers. It has been capitalising on that for a long time. Apparently, though, it is no longer content to have haters. With its agency adam&eve/DDB, Marmite is offering to convert haters into lovers – through hypnosis.
The campaign centres around the offer of a 15-minute mind control experience by hypnotist and author, Rory Z Fulcher, that the partners claim will turn a Marmite hater into a lover. Brits can apply online to be sent to London to watch the film under strictly controlled conditions in a special event, the results of which will be publicised later this year.
Fulcher stated, “In order to change the taste perceptions of our participants, I’ll be using hypnotherapy techniques. These are used to create positive, measurable changes in thoughts, behaviours and habits.
“In order to take part, our participants have to want to be hypnotised because hypnosis is a self-generated state, which means if someone doesn’t want to be hypnotised, then it’s highly unlikely they’ll go into a hypnotic state. We’re calling all Marmite haters that are willing and able to take part in this fun social experiment.”
Teasing and now promoting the campaign is a two-minute commercial that imagines how Marmite haters might react after being converted into Marmite lovers through the Marmite Mind Control film, as well as blip-verts on TV.
The campaign was built on research which revealed that 89% of the nation eat the same breakfast every week, and that 39.7% of the UK is concerned about the sugar content in it.
Rachel Chambers, marketing manager at Marmite, stated, “The taste of Marmite has been dividing families for over 100 years. We’re so pleased that we have finally cracked how to convert even the most vehement of haters to lovers, using the power of hypnosis.
“The recent research cemented Marmite’s reputation as the most loved and hated product of our generation, and we can’t wait for lucky participants to be converted from haters to lovers.”
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Creatives: Simon Vicars, Andre Sallowicz, Matt Fitch & Mark Lewis
Agency Producer: Brittany Littlewood
Project Managers: Sam McGeorge & Alice Southam
Planner: Will Grundy
Business Director: Tom White
Account Management: Oliver Lester, Georgia Roca & Emily Bristowe
Designer & Typographer: King Henry
Production Company (film): Moxie Pictures
Director: Martin Granger
Executive Producer: Dawn Laren
Producer: Jess Ensor
DOP: Theo Garland
Editing: Tim Hardy @ Stitch
Production Company (animation): Friends Electric
Director: Ewan Jones Morris
Producers: Giles Nathan & Xavier Questel
Executive Producer: Barney Richard
Lead Animator: Matthew Rowley
Colourist: Jason Wallis @ Electric Theatre Collective
Animation DoP: Peter Ford
Post Production: Electric Theatre Collective
Social Post-Production: Cain&Abel
Audio Post Production: String & Tins
Sound Designer: Will Cohen
Media Agency: Mindshare
PR Agency: W Communications
Client: Unilever – Marmite
Marketing Director For Savoury: Fikerte Woldegiorgis
Marketing Manager: Rachel Chambers