Adam & Eve/DDB UK launched it’s new holiday campaign for Marmite recently with a poster depicting two elves, one showing his love for Marmite practically diving into the new gold Marmite bottle, and the other showing his dislike by hiding his face in his red elf cap.
Additionally, the traditional Christmas lights in London’s Oxford Street will be sponsored by Marmite, featuring interactive displays and the love it or hate it campaign positioning.
The display incorporates photos posted to Marmite on Facebook. People will be encouraged to upload their pictures to “See your face in the Marmite” and to share their cravings and stories to the site.
Marmite has been around for 110 years and it seems people either love it or hate it. In 1996 the die was cast by DDB London for the creative copy “you either love it or hate it’ and Marmite’s positioning was born. The line is now part of UK culture and “Like Marmite” it is used for anything that is polarizing in opinion.