How Marmite created a smuggling ring to sneak its spread into the US

As most U.K. citizens know, Marmite is the kind of food condiment you either love or hate. A yeast-based spread, salty and earthy in flavor, often added in small amounts to toast, crackers and sandwiches—it’s an acquired taste. Yet those who love it will do just about anything to get it. That passionate dedication is what the Unilever brand is leaning into for its latest campaign from adam&eveDDB’s New York and London offices. The campaign invites British citizens in the U.K. to join a “smuggling ring” and get Marmite over to British expats living in New York, since the product is not widely available in the U.S. Check out the latest Ad Age events and award programs The agency developed OOH ads in London that resemble black market posters one might find on scaffolding throughout the city. Featuring an outline of the Marmite jar, the simple OOH ads pose the question, “Willing to smuggle Marmite,” with digits to a WhatsApp phone number. (The TSA says travelers can only travel with liquids such as Marmite that are 3.4 ounces or fewer; in 2015, Marmite introduced a travel-sized jar.) Within an hour of the ads going up two weeks ago, over 250 Brits sent texts to the WhatsApp number. Photos of the ads on social media have been flooded with comments from volunteers willing to do the misdeed. “People were actually texting us like a real smuggling ring,” Clarissa Dale, creative at adam&eveDDB told Ad Age. “It was actually quite surprising people were so willing.” Marmite also ran radio ads featuring a low-quality distorted voice requesting smugglers, directing people to WhatsApp number. The initial recruitment, which will last until midnight on April 29, aims to make Marmite-loving Brits feel that it is truly a covert operation. But so far, the brand has only selected a few volunteers with flights already booked to New York to take part in the operation. In total, Marmite has managed to recruit over 500 willing volunteers via WhatsApp, with six so far smuggling a total of 87 jars (767 oz) of Marmite to New York. Those who have already participated have been awarded limited edition “Smuggler” jars of Marmite for their bravery. That strategy has allowed the brand to save money, as it did not promise smugglers any flights, said Chris Brailey, creative at adam&eveDDB. “We didn’t promise flights or that we would be able to help if they were stopped by customs or TSA. People did this on their own accord,” he said. “So far no one’s been arrested.” Marmite hasn’t heard anything “official” from the authorities, said Richard Brim, chief creative officer at adam&eveDDB. Meanwhile, in New York, the company created guerilla posters tagged to light posts, walls and subways throughout the city targeting the about 120,000 British expats living in the city to get their fix. The address leads to a real pop-up shop in lower Manhattan. The jars are placed in the back of the store, with the only indication a consumer is in the right place signaled by t-shirts with a jar outline hanging on the awning out front. Adam&eveDDB negotiated with the real owners of the shop to place the product and its promotional t-shirts, Brailey said. Ironically, he noted the owners hesitated to ask too many questions about the product, for fear of knowing too much about its contents. Today, Marmite launched a mini-documentary of the initiative on TV and social media, granting a peek into the operations of smuggling the Marmite, and the real-life heroes that stepped up to the challenge. The minidocumentary, directed by Henry-Alex Rubin through Smuggler, was the natural next step of the campaign, said Brim, as consumers will look to dissect how the underground operation works. “The one thing Sting failed to mention whilst being an Englishman in New York was the distinct lack of Marmite. It's real. So by enlisting willing Brits to smuggle jars of the spread through customs, we’re continuing to spread the love to our compatriots across the pond,” he said in a statement. So far, all of the products that have been smuggled have already found their way into the hands of British expats through the Canal St. location, free of charge. Marmite says that its smugglers could soon infiltrate other markets. “Imagine living in a country where you don’t have access to Marmite,” said Laura Iliffe, brand manager at Marmite. “By spreading the love and becoming smugglers, Marmite lovers have done a truly heroic deed for British expats.” Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

How Marmite created a smuggling ring to sneak its spread into the US

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