Marmite is now hacking other brands' ads in its 'Mind Control' campaign

It's inserting itself into TV and radio spots for Virgin, Foster's, Seat and more

Published On
Feb 25, 2020

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Marmite is interrupting other brands' ads with what looks like subliminal messaging as part of its playful "Mind Control" campaign.

Last October, the Unilever brand and agency Adam&Eve/DDB launched the first phase of the work, which revolves around a 15-minute onine experience "hypnotizing" haters into loving Marmite. As a follow up, it is now inserting itself into a series of ads for other brands including Virgin, Surf, Seat, Foster’s and AA (all of which have agreed to the partnership).

Marmite blipverts featuring phrases like: “Open your mind to the possibility that Marmite is not yuk or gross" are now crashing the brand's TV and radio spots. Mindshare handled media for the campaign. 

In addition, unbranded OOH and print ads running across the U.K. draw the viewer towards a silhouette of the iconic Marmite jar in a hypnotic piece of graphic design with the tagline: “Hater, become a lover.”





Feb 25, 2020
Client :
Agency :
Adam & Eve/DDB
Marketing Director for Savoury :
Fikerte Woldegiorgis
Marketing Manager :
Rachel Chambers
Brand Manager :
Sophie Allan
Group Executive Creative Director :
Ben Tollett
Chief Creative Officer :
Richard Brim
Creative :
Simon Vicars
Creative :
Andre Sallowicz
Creative :
Matt Fitch
Creative :
Mark Lewis
Agency Producer :
Brittany Littlewood
Project Manager :
Sam McGeorge
Project Manager :
Alice Southam
Planner :
Will Grundy
Mat Goff
Tammy Einav
Business Director :
Tom White
Account Director :
Oliver Lester
Account Manager :
Emily Bristowe
Account Manager :
Megan Hill
Designer/Typographer :
King Henry
Agency :
PR Agency :
W Communications
Live Action Production Company :
Moxie Pictures
Live Action Executive Producer :
Dawn Laren
Live Action Producer :
Jess Ensor
Live Action Director :
Martin Granger
Director of Photography :
Theo Garland
Production Designer :
Rosy Thomas
Costume Designer :
Jonni Fitzgerald
Editing Company :
Editor :
Tim Hardy
Animation Director :
Ewan Jones Morris
Animation Production Company :
Friends Electric
Producer :
Giles Nathan
Producer :
Xavier Questel
Exec Producer :
Barney Richard
Lead Animator :
Matthew Rowley
Animator :
Douglas McGiness
Animator :
George Dyson
Flame Op :
Mark Chapman
Flame Op :
Hani AlYousif
Colorist :
Jason Wallis
Color :
Electric Theatre Collective
Animation DOP :
Peter Ford
Post Production & Grade :
Electric Theatre Collective
Social Post-Production :
Audio Post Production :
String & Tins
Sound Designer :
Will Cohen
Designer :
Paul Knowles

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