An ornate gold horse and carriage has been sent to greet the people of Chelsea, London, to promote the rollout of Marmite Truffle.
Adam&eveDDB has played on Marmite Truffle’s ‘posher-than-posh-spread’ positioning by creating an upmarket out of home campaign placing ads in affluent locations and running straplines like “One either loves it or finds it really rather beastly”.
The campaign will run till June 26 and will feature a series of digital out of home ads. A billboard has been placed outside Harrods which reads: “One either loves it or regurgitates in one’s designer handbag”, another on Chelsea Embankment which states: “One either loves it or would rather gargle Thames Water”, and a third in Knightsbridge that reads: “One either loves it or has to rinse one’s mouth with Early Grey”.
The supporting social campaign will run on Facebook, Twitter and Instagram and will also include print ads. Mindshare has planned Marmite’s media strategy and WCommunications was tasked with consumer outreach.
“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,” said Sophie Allan, senior brand manager at Marmite. Ben Tollett, group executive creative director at Adam&eveDDB, added: “From the very first moment one saw this campaign one’s been struggling to contain one’s excitement.”
It’s Adam&eveDDB’s second campaign for a Marmite special addition after the agency helmed the Marmite Dynamite campaign in 2020.
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Media agency: Mindshare
Billboard sites: JCDecaux
PR Agency: W Communications