Marmite has revealed plans to roll out an integrated advertising campaign to support the launch of its limited edition summer spread, building on its longstanding Love It or Hate It slogan.
Available until September, the new blend features a lighter taste available in two distinct jar designs – inspired by Woodstock and the summer of love in 1967 – that reference the British spread’s characteristically divisive personality.
Launching this week, The Summer of Love Not Hate campaign will include an animated online film on YouTube and Facebook featuring a music battle between a colourful kitten and crazed rock monster vying for supremacy over the new summer jars. In addition, the brand will launch a series of outdoor poster pairs on London’s Underground, featuring more Summer of Love and Hate characters.
Referencing popular song lyrics and slogans of the 1960s, the new poster campaign juxtaposes the love – the yellow-lidded jar – with the hate, or the black-lidded jar with its “limited edition loathsome taste”.
The campaign was created by London-based communications agency Adam & Eve DDB.
Marmite assistant brand manager Philippa Atkinson said: “With an innate ability to create talkability and buzz, Marmite owns a unique territory and we aim to build on this with the launch of our integrated advertising campaign… This summer, we want to encourage the British public to be lovers, not haters.”
Adam & Eve DDB executive creative director Ben Tollett added: “What was wrong with the first summer of love in 1967, the second summer of love in 1988 and the third summer of love in 2004? Not enough recreational Marmite use. But things are about to change. Welcome to Marmite’s Summer of Love Not Hate 2015. It’s just like your standard summer of love. But with a little bit of hate thrown in. Groovy.”
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