While Vegemite is promoting itself as the way to make any food Aussie, rival, Marmite has simply added chilli to appeal to 2021 tastes. adam&eveDDB is spreading the word about Marmite Dynamite with a series of 3-D posters. In the first, the lid of the new Marmite Dynamite jar appears to have exploded out of its billboard and crashed into a car windscreen below. Other OOH ads will show huge lids blown skywards and hooked onto nearby buildings and trees.
The campaign is also running on Instagram and Facebook, implemented by Mindshare and U-Studio. Media strategy was developed and executed by Mindshare. The special build OOH sites were created and delivered by Kinetic and Jack Agency. The PR strategy was developed and executed by W Communications. PR included over three-minutes of prime TV coverage with UK TV show, This Morning, in which hosts, Alison Hammond and Dermot O’Leary, taste-tested the new product with calls to action and a history lesson of the brand. This was followed by more than 25 pieces of national coverage with the UK’s highest reaching titles.
The new Marmite variant is available exclusively at Sainsbury’s in store and online. The first batches were delivered to stores nationwide by “specially trained staff” who ensured that each jar was handled with care. A selection of digital posters in supermarket car parks promote the product.
Here is the Australian commercial:
Credits:
Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Group Executive Creative Director: Ben Tollett
Copywriter: Alex Lucas
Art Director: Jon Farley
Integrated Producer: Jaki Jo Hannan
Planners: Will Grundy & Sara Keegan
Project Manager: Jacqueline Lynch
Joint CEOs: Tammy Einav & Mat Goff
Managing Partner: Tom White
Account Director: Oliver Lester
Account Manager: Emily Bristowe
Design: King Henry
Head Of Design: Paul Knowles
Artworker: Dave Callow
Post Production: Dennis Tuffnell
Photographer (Still Life): James Day
Photographer (Landscape): Sue Parkhill @ Pleat
Model Making (Still Life): Andy Knight
Brand: Marmite
Vice President, Foods & Refreshment, Unilever UKI: Andre Burger
Marketing Director, Foods, Unilever UKI: Fikerte Woldegiorgis
Marketing Manager, Unilever UK: Kyrie Merryman
Brand Manager, Unilever UK: Sophie Allan
