Marmite seduces ‘first timers’ with smutty puppets gyrating to a pumping music track

And now for something completely different from adam&eveDDB and its longtime savory-spread client

Published On
Oct 05, 2023
A puppet with a gooey dollop of Marmite on its finger

Editor's Pick

Marmite’s most recent campaign from adam&eveDDB was all about babies in the womb. Now we get a little hint of where those babies come from.

In a fun and unexpected shift in tone for the brand, adam&eveDDB has rolled out a new spot with a racy vibe, as two puppets are seen experimenting with putting Marmite on toast for the first time—as a dance track in the background urges them to “stroke that,” “push that” and “lick that.”

U.S. music producer Giraffage remixed his electro track “Workout” exclusively for the spot. The end line is, “Love it. Hate it. Get it on.” 

 

The campaign was inspired by YouGov research that revealed 43% of 18- to 24-year-olds in the U.K. have never tried Marmite, despite it being a staple in British homes for generations.

“When we saw the number of young adults who had never even tried it, we knew we had to do something to dare them to take the plunge and try our special spread,” said Laura Iliffe, Marmite brand manager. “This campaign represents a step-change in the way we advertise Marmite—with a clear focus on driving trial and penetration. We want to recruit our next generation of lovers, and show young adults how to approach their first-time with Marmite.”

Yes, she said penetration.

“The U.K. has a great tradition of comedy double acts—French and Saunders, Reeves and Mortimer, Mel and Sue, Mitchell and Webb. Unfortunately they all declined the auditions, so we were stuck with a pair of filthy-minded puppets,” said Ben Tollett, group executive creative director at adam&eveDDB.

The campaign also includes Spotify and banner ads. One Spotify ad features a remixed version of the Giraffage track; another uses ASMR “to get potential Marmite customers in the mood,” the brand said.

Also on the way: sampling kits for first-timers at universities across the country; a TikTok challenge called “Are you a Marmite First-Timer?”; and a quiz on Tinder called “Sticky Situations” that will ask participants to “love” or “hate” certain behavior in a potential partner, in humorous and saucy language.

A forthcoming PR campaign, led by W Communications, will invite university students to “pop their Marmite cherry” with sensory experiments to help them discover whether they are a lover or a hater.

The spot itself is running on TV, with shorter films in VOC, supported by social media and digital OOH. Media was planned and bought by Mindshare U.K. 

Credits

Date
Oct 05, 2023
Client :
Marmite
Agency :
adam&eveDDB
Vice President :
Andre Burger
Marketing Director :
Georgina Bradford
Marketing Manager :
Lena Portsmouth
Brand Manager :
Laura Iliffe
Group Executive Creative Director :
Ben Tollett
Chief Creative Officer :
Richard Brim
Creative Director :
Colin Booth
Creative Director :
Ben Stilitz
Agency Integrated Producer :
Brittany Littlewood
Senior Planner :
Liora Ingram
Junior Planner :
Lucy Wilson
Project Manager :
Linda-Aileen Macfarlane
Joint CEO :
Helen Andrews
Managing Partner :
Tom White
Account Director :
Max Sullivan
Account Director :
Carrie Pollock
Account Manager :
Lydia Barber
Business Affairs :
Martin Eels
Business Affairs :
Layla Husted
Business Affairs :
Jamie Hirst
Design :
King Henry Design
Head of Design :
Paul Knowles
Media Agency :
Mindshare
Business Director :
Tess Domenet
Account Director :
Natasha Irwin
Account Director :
Ismaila Bojang
Account Manager :
Anna Mason
Account Executive :
Megan Wieland
Strategy Director :
Alexandria Oliver
PR Agency :
W Communications
Director :
Jess O'Donohoe
Campaign Director :
Grace Jackson
Associate Creative Director :
John Wilkinson
Account Director :
Paige Hartley
Account Director :
Harriet Evans-Webb
Account Manager :
Ella Bull
Production Company :
Smuggler
Executive Producer :
Fergus Brown
Producer :
Amelia Hanbury
Director :
Guy Shelmerdine
DOP :
Jan Cabalka
Puppet Makers :
Puppets Magic
Puppeteer :
Michal Podhradsky
Editing Company :
Shift Post
Editor :
Saam Hodivala
Post-Production :
Absolute Post
Senior Post Producer :
Kirsty Ratcliffe
Production Assistant :
Megan Shaw
VFX Shoot Supervisor :
Kieran Baxter
Lead Artist :
Kieran Baxter
Colorist :
Dave Ludlam
Music Agency :
Big Sync Music
Music Supervisor :
Alicia Leinot
Music :
Giraffage
Audio Post-Production Company :
750mph
Sound Design & Mix :
Sam Ashwell
Audio Producer :
Olivia Ray

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