Marmite, the Unilever-owned spread beloved and hated by Brits in equal measures, has been boosting sales with limited editions and quirky new flavor variants in recent years (much as we've seen with packaged food brands like Kraft Mac and Cheese  in the U.S.).

Last year it launched a peanut butter version of Marmite, and now its latest specialty flavor is a chilli-infused "Dynamite" variety. To promote it, agency Adam&Eve/DDB created an eye-catching out-of-home campaign. The first of a series of billboards, created in partnership with Mindshare, Kinetic and Jack Agency, features the giant lid of a Marmite Dynamite jar, which has exploded out of a 48-sheet poster and into a nearby car windscreen. Follow-up executions will feature huge lids blown skywards and hooked onto nearby buildings and trees.

Promoting the outdoor, there is also a social campaign on Instagram and Facebook, while PR agency W Communications secured coverage on daytime TV show "This Morning."

Marmite Dynamite will be available for six months. According to the press release, it "combines the umami taste of Marmite with the warm heat of chilli, and has been formulated not to overpower with the first bite."