Marmite wants you to add the name of your loved one to their jars of spread…
Marmite will build on the personalisation campaign that it launched towards the end of last year by releasing a series of limited-edition Valentine’s Day jars.
The Unilever-owned savoury spread brand will give consumers the chance to personalise a specially redesigned 250g Marmite jar with the name of their Valentine.
The redesigned labels feature a crimson red, heart-sprinkled label that depicts two cupids flying around the illustrated Marmite pot. The traditional “yeast extract” tag line has been replaced by the phrase “a pot of love”, and shoppers can choose the loving declaration that best fits their romance: either “love me or hate me, I’m yours”, or “will you be my Valentine?”
It falls in line with Marmite’s earlier “love it or hate it” advertising, which saw the brand release both naughty and nice-themed jars for Christmas and summer of love- and summer of hate-themed jars last June. It has also given consumers the chance to personalise jars of Marmite with theirs or someone else’s name.
Marmite assistant brand manager Philippa Atkinson said: “Our personalised classic and Christmas Marmite jars have been a huge hit with fans and we can’t wait to play cupid by spreading the love with limited-edition Valentine’s Day-themed jars.”
…so long as you promise not to write “bae”.
The jars can be personalised and purchased, along with the classic Marmite jar, through a Facebook app on Marmite’s Facebook page. But it’s been revealed that some affectionate terms – such as snookums, baby cakes and bae, which is a slang term for babe – have been censored on the app in a bid to encourage people to use the real name of their loved one.
Atkinson continued: “We’re delighted to launch our limited edition Valentine’s Day jars just in time for lovers to purchase for their ‘bae’. We appreciate that Marmite is a spread best enjoyed at breakfast, and nobody wants a side helping of nausea first thing in the morning, so thought it made perfect sense to ban the most hated pet names.
“Who knows, we may even be responsible for saving some relationships along the way…”
Each jar has a recommended retail price of £4.99.
© FoodBev Media Ltd 2021
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