Marmite, a British food staple since 1902, isn’t known as a delicacy.
But adam&eveDDB has given the product, an edible spread made from yeast extract, a by-product of brewing beer, a luxe ad twist.
The agency just debuted an upscale out-of-home campaign for Marmite’s new posh spread: Marmite Truffle.
To underscore its fancy cred, the campaign kicked off an installation — a carriage drawn by white horses, led by a driver in black top hat, to traverse Eaton Square in the fashionable Chelsea section of London. In typical English tongue-in-check style, the ad read: “One either loves it or finds it really rather beastly.”
The campaign will run through June 26.
The OOH ads, which appear on bus stops at tony addresses, carry taglines that offer delight commingled with disgust: “One either loves it or regurgitates in one’s designer handbag,” read the ad at a bus stop opposite Harrods. “One either loves it or would rather gargle Thames Water” runs on the Chelsea Embankment. “One either loves it or has to rinse one’s mouth with Early Grey” appears in Knightsbridge.
The agency’s concept for the new decadent truffle flavor also includes a social campaign, which will run on Facebook, Twitter and Instagram. More print efforts launch at the end of May.
Mindshare handles media strategy.
adam&eveDDB’s helped launch Marmite Dynamite in 2020. The new Marmite Truffle is the latest addition to the product line.
Sophie Allan, senior brand manager at Marmite, said: “Britain’s love affair with truffle shows no signs of slowing down, and we’ve carefully curated our new product with the distinct flavor of truffle for the most discerning Marmite connoisseur.”
Marmite is now a trademark owned by Unilever.