There has never been anything posh about Marmite. But now there is – truffle Marmite.
And adam&eveDDB has given its new Marmite variant idea a regal launch fit for an ultra-gourmet food. The campaign launched with an ornate, gold horse & carriage fit for royalty, that toured upscale Eaton Square, Chelsea, bearing the message “One either loves it or finds it really rather beastly”.
Filling out the campaign is a series of upmarket DOOH ads in typically posh locations across London with ostentatiously opulent lines such as One either loves it or regurgitates in one’s designer handbag (outside Harrods), One either loves it or would rather gargle Thames Water (on Chelsea Embankment) and One either loves it or has to rinse one’s mouth with Early Grey (in Knightsbridge).
The campaign is also running in social – Facebook, Twitter and Instagram – with a print run added at the end of May. The media strategy was executed by Mindshare, consumer outreach by WCommunications and the special build horse & carriage produced by Making Pictures.
Marmite Truffle follows the success of adam&eveDDB’s Marmite Dynamite launch in 2020.
Sophie Allan, Senior Brand Manager at Marmite, stated, “One doesn’t need a butler to spread ones Marmite Truffle on one’s toast, but this is without a doubt our poshest Marmite yet. Britain’s love affair with truffle shows no signs of slowing down and we’ve carefully curated our new product with the distinct flavour of truffle for the most discerning Marmite connoisseur. Gracing the poshest of tables from brunch through to supper, Marmite Truffle is deliciously decadent – one will either love it or will find it rather ghastly.”
Ben Tollett, Group Executive Creative Director, adam&eveDDB, added: “From the very first moment one saw this campaign one’s been struggling to contain one’s excitement.”
Want to try it? No problem. It’s available at Sainsbury’s in the UK as well as online.
Credits
Client: Unilever (Marmite)
Marketing Directors for Foods, Unilever UKI: Fikerte Woldegiorgis & Georgina Bradford
Marketing Manager: Kyrie Merryman
Senior Brand Manager, Unilever UK: Sophie Allan
Marketing Executive, Unilever UK: Grace Mallinder
Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Senior Creative: Stevie Rowing-Parker
Senior Creative: Helen Balls
Agency Integrated Producer: Peter Williams
Planners: Will Grundy, Liora Ingram, Henry Bilson & Sara Keegan
Project Manager: Linda-Aileen Macfarlane
CEO: Tammy Einav
Managing Partner: Tom White
Account Directors: Max Sullivan & Oliver Lester
Account Manager: Emily Bristowe
Design & Retouching: King Henry
Designer: Martin Murphy
Senior Designer: Carl Warren
Head of Design: Paul Knowles
Artworker: Sam Stabler
Head of Artwork: Dave Callow
Retouching Supervisor: Daniel Sandals
Retoucher: Charlie Townsend
Media agency: Mindshare
Billboard Sites: JCDecaux
PR Agency: W Communications
Associate Director: Jess O’Donohoe
Senior Account Manager: Paige Hartley
Account Manager: Susana Micolta
Senior Account Executive: Ella Bull
Photographer (Still Life): Sam Hofman
Photographer (Lifestyle): Dan Burn-Forti
Photography Agent: Coco Wolf
Shoot Producer: Sasha Rickerd
Agency: Making Pictures
