The most fun at the Ashes this year is branded. Vegemite is baiting Marmite (wonderful work, Thinkerbell). Now Marmite is baiting Vegemite by mocking the Aussie team. Marmite began handing out branded sandpaper as the second Ashes Test – starring England against Australia – began at Lords’ Cricket Ground.
This fun came from adam&eveDDB. It’s light-hearted reference to the Sandpapergate the scandal. For those of you who have been riveted to anything but cricket, it was when the Australian national cricket team’s Cameron Bancroft was caught by TV cameras trying to rough up the side of the ball with sandpaper to make it swing in flight during the Third Test match against South Africa at Newlands in Cape Town in March 2018.
Marmite’s sandpaper promises, “We won’t be tampering with it.”
Sandpapergate is part of a wider activation of Marmite’s MarmyArmy promotional strategy, which included W Communications handing out Marmite jars and badges were also handed out at Lords.
Credits
Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Group Executive Creative Director: Ben Tollett
Creative Directors: Simon Vicars and Andre Sallowicz
Head of Design: Paul Knowles
Joint Chief Executive Officer: Mat Goff
Business Director: Tom White
Account Director: Oliver Lester
Account Executive: Emily Bristowe
Chief Strategy Officer: Martin Beverly
Planning Director: Will Grundy
PR Agency: W Comms
Senior Account Director: Nikki Guest
Senior Account Manager: Jess O’Donohoe
Client: Unilever (Marmite)
Brand Experience Director: Fik Woldegiorgis
Senior Brand Manager: Rachel Chambers
Brand Manager: Camilla Williamson
Assistant Brand Manager: Anna Reid
