The new strapline, Love it. Hate it. Just don’t forget it., aims to rekindle the nation’s love of Marmite and launches with the new 90″ TVC on 5 August.
The launch will be supported with additional activity, including an extensive OOH drive as well as digital and experiential sampling, plus a heavyweight PR and social media campaign.
Joanne O’Riada, brand manager for Marmite at Unilever UK, said: “Our new Love it. Hate it. Just don’t forget it. strapline builds on our iconic Love it. Hate it. positioning to create a campaign that remains true to Marmite’s lighthearted personality. Even better, not only is Marmite back on television screens for the first time in two years, we’re also going live just as our Facebook page has reached an impressive one million ‘likes’.”
Created by agency adamandeveDDB, the TV creative is based on the style of the popular animal rescue documentaries and takes a tongue-in-cheek look at ‘neglected’ jars of Marmite that have been left at the back of people’s cupboards.
The campaign will be live throughout August and September and will run until 6 October 2013.
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