Marmite, the iconic British brand from Unilever UK, is set to roll out an integrated advertising campaign to support the launch of its limited edition summer spread, available to buy until September.
Kicking off on 27 July, ‘The Summer of Love Not Hate’ campaign, created by adam&eveDDB, takes design inspiration from Woodstock summer of love in 1967 and aims to encourage the nation to spread the love this summer. The campaign will include an animated online film featuring a music battle between a colourful kitten and a crazed rock monster vying for supremacy over the new summer jars. The film will be available to watch on YouTube and Facebook. More Summer of Love and Hate characters can be seen on three paradoxical outdoor poster pairs in the London underground.
In addition to the advertising campaign, Marmite is launching a Marmite Love Café – the world’s first ‘payment by social sentiment’ restaurant, open to consumers on Tuesday 4 and Wednesday 5 August. The aim of the Marmite Love Café is to reward those who are lovers not haters.
Philippa Atkinson, assistant band manager for Marmite, said: “With an innate ability to create talkability and buzz, Marmite owns a unique territory and we aim to build on this with the launch of our integrated advertising campaign and the Marmite Love Café. This summer, we want to encourage the British public to be lovers, not haters.”
Ben Tollett, executive creative director at adam&eveDDB, said: “What was wrong with the First Summer of Love in 1967, the Second Summer of Love in 1988 and the Third Summer of Love in 2004? Not enough recreational Marmite use. But things are about to change. Welcome to Marmite’s Summer of Love not Hate 2015. It’s just like your standard Summer of Love. But with a little bit of hate thrown in. Groovy.”
Made with 100% lager yeast for a lighter summery blend, the new limited edition variant is a delicately flavoured adaptation of the traditional recipe that has been loved (and hated) by consumers for many years. In keeping with Marmite’s opinion splitting ways, the new summer flavour will come in two beautifully illustrated ‘Summer of Love’ and ‘Summer of Hate’ jars.