Agency (city): adam&eveDDB London
Copywriter(s): Jonathan John
Art Director(s): David Mackersey
Illustrator(s): Garry Walton
Typographers(s): Garry Walton
Digital Artwork: Trevor Slabber & Gutenberg Networks
Marmite launched a nationwide outdoor campaign to showcase the limited edition ‘Ma’amite’ Jubilee Jar by playing on the ‘love it or hate it’ positioning with the Queen’s treasured corgis. The outdoor poster ad features a twist on the Royal crest; it has a pair of corgis reacting to the Marmite and a quirky crown-like rack of toast.
The slogan ‘One either loves it or one hates it’ completes the design, adding a tongue-in-cheek Royal twist to Marmite’s traditional message. The nationwide campaign, which went live in April 2012 on poster sites outside major supermarkets, also benefitted from print advertising, experiential activity and digital support.
Marmite Limited Edition Jubilee Jar