Marmite love it or hate it is ingrained in UK culture. Cooking with Marmite is not – yet. But the seeds have been sown. Adam&eve\TBWA and Marmite are hoping to make Marmite in cooking grow with a new print and OOH campaign that takes love it or hate it into dishes.

Dishes of Love and Hate features close-up images of delicious-looking, styled meals, all cooked using Marmite as a key ingredient. But on closer look, the food appears to be making faces in response to either loving or hating being in the recipe with Marmite – from chillies on a pizza to pasta shapes.

The campaign responds to a change in the nation’s breakfast habits and a rise in the use of Marmite in cooking. The number of people in the UK that choose toast as their go-to breakfast has dropped to just 18% – a 62% decline over the last 15 years vs a 37% increase in the use of Marmite in cooking. There’s also a growing number of top chefs and food influencers like Nigella Lawson, Monica Galetti and Sat Bains who already cook with Marmite for its high-umami, deep savoury flavour.

The campaign will run across OOH and press media at sites and publications including Metro and The Sun, through April.

Morgan McAuley, senior brand manager, Unilever, stated, “Marmite is already a secret ingredient for chefs and food influencers. With our new campaign, we’re bringing the joy of cooking with Marmite to everyone – and showing that its bold flavour works just as well in everyday dishes as it does on your morning slice of toast.”

Matt Gay, executive creative director, adam&eve\TBWA, added, “Chefs, home cooks and foodies have been using Marmite in their recipes for years. Marmite wants to inspire more people to do the same, which gave us a brilliant opportunity to show the love-it-or-hate-it spread being used in a new way. So, we created delicious meals made with Marmite, only for the ingredients to be subtly divided by the new addition. Personally, I love it.”