Marmite promotes 'Dynamite' chilli-infused flavor with an explosive billboard stunt

Latest campaign by Adam&Eve/DDB also includes social content

Published On
Feb 16, 2021

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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."


Feb 16, 2021
Client :
Agency :
Adam & Eve/DDB
Vice President Foods & Refreshment Unilever UKI :
Andre Burger
Marketing Director Foods Unilever UKI :
Fikerte Woldegiorgis
Marketing Manager Unilever UK :
Kyrie Merryman
Brand Manager Unilever UK :
Sophie Allan
Assistant Brand Manager Unilever UK :
Rebecca Prior
Group Executive Creative Director :
Ben Tollett
Chief Creative Officer :
Richard Brim
Copywriter :
Alex Lucas
Art Director :
Jon Farley
Agency Integrated Producer :
Jaki Jo Hannan
Planner :
Will Grundy
Planner :
Sara Keegan
Project Manager :
Jacqueline Lynch
Joint CEO :
Tammy Einav
Joint CEO :
Mat Goff
Managing Partner :
Tom White
Account Director :
Oliver Lester
Account Manager :
Emily Bristowe
Design :
King Henry
Head of Design :
Paul Knowles
Artworker :
Dave Callow
Supply :
Gutenberg Global
Senior Producer :
Tony Hutton
Media Agency :
Client Director :
Nika Dohoczky
Account Director :
Tess Domenet
Account Manager :
Ismaila Bojang
Special Build OOH Agency :
Kinetic Active
Head of projects and operations :
Sam O’Connell
Billboard sites :
Jack Agency & JCDecaux
Post Production :
Dennis Tuffnell
PR Agency :
W Communications
Associate Director :
Nikki Collins
Senior Account Director :
Jess O’Donohoe
Senior Account Manager :
Sam Beer
Account Manager :
Paige Hartley
Senior Account Executive :
Susana Micolta
Account Executive :
Ella Bull
Photographer :
James Day
Agent :
Siobhan Squire
Photographer :
Sue Parkhill
Agency :
Model Making :
Andy Knight

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