Savoury spread brand Marmite is expanding its “End Neglect” television campaign with the launch of a 24-hour helpline.
Marmite first broadcast the advert, which follows a team of ‘Marmite rescuers’ as they come to the assistance of abandoned jars of the opinion-splitting spread, in 2013. It was subsequently criticised for trivialising the work of animal and child cruelty charities.
But now the Unilever brand has announced that it is reviving the promotion with a 24-hour, seven-day-a-week telephone line to “help those who fear impending ‘Marmageddon’… and provide an opportunity to anonymously report cases of jar neglect and mistreatment”. It will also rebroadcast the original television advert, supported by a new teaser trailer.
Marmite spokesperson Joanne O’Riada said: “We’re keen to help guide the nation through these dark times. The helpline will offer support to those directly involved in Marmite neglect as well as members of the public who are becoming increasingly troubled by the amount of Marmite jars that find themselves left unloved at the back of cupboards around the UK.”
The new campaign is a continuation of the brand’s “You either love it or hate it” slogan theme – a reference to the spread’s divisive flavour. The helpline is available on +442037734875.
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