Marmite launches ‘Hate Cuisine’ campaign by DDB
A new ad campaign from Unilever brand Marmite launched yesterday (4 July) setting the yeast extract in opposition to pretentious food while presenting it as the perfect ingredient to banish bland meals.
The campaign is a collaboration between DDB (advertising), Splendid Communications (PR and digital), Mindshare (media planning) and Iris (ECRM), and features an animated frog and snail (Dave and Geoff) who champion no-nonsense cooking, with ads running until the end of September across TV, digital channels and print exclusively with the Evening Standard, directing consumers to a campaign Facebook page, recipe app and competition.
The campaign will be supported by Splendid’s ‘Marmite Mondays’ PR activity, comprising of an online mini-series starring Dom Joly spoofing celebrity chefs whilst cooking easy Marmite meals.
The mini-series launches on 18 July.
Unilever marketing manager Tom Denyard said of the campaign: “We’re delighted to be launching the new ‘Hate Cuisine’ campaign and expect the different elements, including the Dave and Geoff animations and Marmite Mondays concept, to particularly appeal to our lapsed audience who love the brand but would welcome more inventive ways to incorporate the product in their everyday meals. It’s a really exciting time for Marmite and we hope the campaign to be a huge success.”