• by Fern Siegel , April 18, 2024

Have you ever heard of Marmite?

An English breakfast spread made of yeast extract, its flavor is an acquired taste. But a new cross-border campaign created by adam&eveDDB London and New York calls on loyal fans in the U.K. to spread the love.

"Smugglers" illustrates the extreme lengths people go to smuggle jars into the U.S., where British expats are desperate for it.

In a recruitment campaign that has been running across OOH, social, radio and TV, Marmite is inviting people flying from London to New York to become Marmite smugglers. They can contact the brand via WhatsApp. 

Phone kiosks and poster sites carry the recruitment messages in London. On radio, a distorted voice asks for volunteers. A 90-second spot highlights the lengths Marmite smugglers will go to share the product. Within the first 48 hours, Marmite received more than 500 applicants willing spread the Marmite passion.

Laura Iliffe, brand manager at Marmite, said: “By spreading the love and becoming smugglers, Marmite lovers have done a truly heroic deed for British expats.”

Lena Portchmouth, marketing manager at Marmite, added: “Marmite-lovers share a bond and a sense of adventure, and they will go to great lengths for each other. I’m sure the limited number of ‘Smuggler’ jars will be seen as a badge of honor within the Marmite community.”

Adam&eveDDB's client list includes Amazon, Lucozade, CALM, PlayStation, Eurostar, H&M and Lloyds Bank.