Marmite has found that sooooo many UK Gen Z-ers have never tried Marmite. Yep, according to YouGov research 43% of 18- to 24-year-olds have never tried Marmite. So adam&eveDDB have made it cool. They’ve recruited some puppets to act as Marmite first-timers and found a suggestive dance song called Workout by Giraffage to act as the instructions to eating Marmite – in a way that has a sexual edge if you’re 18-24.
Even if you’re not 18-24, the spot is fresh, tap-your-toes fun and nothing like any other spread advert you’ve seen recently – or maybe ever.
Marmite brand manager, Laura Iliffe, stated, “Marmite is a brand that is embedded in UK culture, and so many of us have grown up with it. We pride ourselves on sparking debate and strong opinions and most consumers are either lovers or haters. However, when we saw the number of young adults who had never even tried it, we knew we had to do something to dare them to take the plunge and try our special spread.
“This campaign represents a step-change in the way we advertise Marmite – with a clear focus on driving trial and penetration. We want to recruit our next generation of lovers and show young adults how to approach their first time with Marmite.”
Credits
Client: Unilever (Marmite)
Vice-president, Foods and Refreshment, Unilever UKI: Andre Burger
Marketing Director for Savoury, Unilever UKI: Georgina Bradford
Marketing Manager, Local Jewels, Unilever UKI: Lena Portsmouth
Brand manager, Unilever UKI: Laura Iliffe
Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Creative Directors: Colin Booth 7 Ben Stilitz
Integrated Producer: Brittany Littlewood
Senior Planner: Liora Ingram
Junior Planner: Lucy Wilson
Project Manager: Linda-Aileen Macfarlane
Joint CEO: Helen Andrews
Managing Partner: Tom White
Account Directors: Max Sullivan & Carrie Pollock
Account Manager: Lydia Barber
Business Affairs: Martin Eels, Layla Husted & Jamie Hirst
Design: King Henry
Head of Design: Paul Knowles
Media Agency: Mindshare
PR Agency: W Communications
Director: Jess O’Donohoe
Campaign Director: Grace Jackson
Associate Creative Director: John Wilkinson
Account Directors: Paige Hartley & Harriet Evans-Webb
Account Manager: Ella Bull
Production Company: Smuggler
Executive Producer: Fergus Brown
Producer: Amelia Hanbury
Director: Guy Shelmerdine
Director of Photography: Jan Cabalka
Puppet Makers: Puppets Magic Studio
Puppeteer: Michal Podhradsky
Editing: Shift Post
Editor: Saam Hodivala
Post-Production: Absolute Post
Senior Post-Producer: Kirsty Ratcliffe
Production Assistant: Megan Shaw
VFX Shoot Supervisor: Kieran Baxter
Lead Artist: Kieran Baxter
Colourist: Dave Ludlam
Music Agency: Big Sync Music
Music Supervisor: Alicia Leinot
Music: Giraffage
Audio Post-Production: 750mph
Sound Design & Mix: Sam Ashwell
Audio Producer: Olivia Ray
