Marmite launches digital-first teaser campaign via social

Prepare for “full-scale Marmageddon” as the nation’s favourite yeasty spread restarts its cunningly controversial animal rescue spoof campaign that raised hundreds of heckles last year.

Marmite’s new campaign plans to create  “a world beyond” the  main TV commercial by debuting the teaser on Marmite’s owned social media channels, supported with spend across Twitter and Facebook and YouTube activity. The digital teaser campaign will also feature an evolving and interactive social “news feed” designed to heighten awareness of ‘End Marmite Neglect’.

Released one week ahead of the official TV advertising, the teaser is a 60-second spoof style “micro-documentary” designed to “lay bare the continuing scourge of Marmite Neglect in the UK” that sees “once beloved Marmite jars cruelly rendered to the back of kitchen cupboards”.

https://www.youtube.com/watch?v=WufZK3xpz0Y

Created by Adam & Eve/DDB and first screened in 2013, the “Love it. Hate it. Just don’t forget it” campaign will return to TV screens on 12^th January. Launching across all networks, with a focus on ITV family channels, the 30-second spot will run until the end of March.

Joanne O’Riada, Marmite Brand Manager, said: “This film is part of a digital-first teaser campaign that will renew the ‘End Marmite Neglect’ campaign for 2015. By creating a world ‘beyond’ the commercial, the teaser and its supporting PR and social media campaign, will increase the noise around and shareability of the TV campaign while delivering a light-hearted reminder of the ‘Love it. Hate it. Just don’t forget it’ strapline.”