
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.
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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.