Marmite is trying to hypnotize haters into liking it

Unilever brand is running a 'mind control' film experiment and related campaign

Published On
Oct 09, 2019

Editor's Pick

Marmite's marketing has always cleverly capitalized on the fact that people either love or hate the stuff—but its latest ruse is to try and convert the haters, using hypnotism. 

The Unilever-owned spread has employed hypnotist and author Rory Z Fulcher to create a "mind control" film that aims to persuade Marmite haters to love the taste. In the campaign, created by Adam&Eve/DDB, people can apply online to watch the film under strictly controlled conditions in a special event, the results of which will be publicized later this year. A two-minute "taster" of the film (seen here) is also running online, although all hypnotherapy segments have been removed. 

The campaign also incudes a TV ad, below, which imagines how people might react once they're converted to Marmite-lovers, as well as glitching "blip-verts" also running on TV promoting the experiment. Moxie Pictures worked on production and W Communications is the PR lead on the project. 


Marmite points out that only those who want to be converted can take part, and people have to "want" to be hypnotized for the results to be successful. But the whole thing begs the question: if Marmite converts the haters, what will happen to its marketing strategy? 


Oct 09, 2019
Client :
Agency :
Adam & Eve/DDB
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
Account Director :
Oliver Lester
Account Director :
Georgia Roca
Account Executive :
Emily Bristowe
Editorial :
Editor :
Tim Hardy
Sound :
String & Tins
Sound Designer :
Will Cohen
Animation Production Company :
Friends Electric
Director :
Ewan Jones Morris
Executive Producer :
Barney Richard
Producer :
Giles Nathan
Animator :
Douglas McGiness
Animator :
George Dyson
Animation DOP :
Peter Ford
Bella Campbell
Post Production :
Electric Theatre Collective
Executive Producer :
Barney Richard
Producer :
Giles Nathan
2D :
Mark Chapman
2D :
Hani AlYousif
Colorist :
Jason Wallis

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Project Type