Marmite has launched an innovative out-of-home campaign to promote the release of its latest ‘Truffle’ flavour, created by London agency Adam&EveDDB.
To celebrate the new flavour’s release, the agency kitted out an ornate period carriage with an intricate, tableau-style billboard promote the new product’s launch, proclaiming: “One either loves it (Marmite) or finds it really rather beastly.”
To raise awareness around the launch, the carriage toured the streets of Eaton Square in Belgravia last week.
Playing on the upmarket nature of the truffle, Adam&EveDDB has placed several digital billboards in high-income London neighbourhoods featuring humorous variations on the brand’s traditional “Love it or hate it” tagline. The campaign is set to run until 26 June.
Billboards have been placed outside Harrods, on the Chelsea Embankment and in Knightsbridge, featuring phrases ranging from “One either loves it or would rather gargle Thames Water” to “One either loves it or has to rinse one’s mouth with Earl Grey”.
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Promotional materials will also be rolled out across social media channels, including Facebook, Twitter and Instagram. The campaign will also run across print media until the end of May.
“Britain’s love affair with truffle shows no signs of slowing down, and we’ve carefully curated our new product with the distinct flavour of truffle for the most discerning Marmite connoisseur,” Marmite senior brand manager, Sophie Allan said.
“Marmite Truffle is deliciously decadent – one will either love it or will find it rather ghastly.”
Adam&EveDDB group executive, Ben Tollett added: “From the very first moment one saw this campaign one’s been struggling to contain one’s excitement.”
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