Marmite lucked out on social media earlier this week when three prominent UK artists started tweeting the merits of the spread in an impromptu chat.
The Unilever brand saw Sam Smith, most recently known for performing the latest Bond anthem, discuss how he gets homesick for British fare. His tweet sparked a number of favourite mentions from Example and not so much from Professor Green - playing into the brand's 'Love it or Hate it' mantra.
A keen-eyed PR manning the Marmite account noted the interaction and engaged in the discussion which resulted in the spread brand clashing with Prof Green - who we now know only tolerates Marmite when its "hidden" in bolognese.
On the incident, a Marmite spokesperson said: "For many, the love of Marmite is a very personal thing and there is no better place to reinforce that personal connection and bring a real character to our brand than social media.
"We engage with Marmite lovers from around the world every day sharing their weird and wonderful stories, and it’s great to be able to add Sam Smith and Example to that list.
"We can’t win them all, though – we’ll just have to work that little bit harder to win Professor Green in the future!”