Marmite is targeting young adults with a new campaign, ‘First Timers,’ inviting them to experience their first time with Marmite after YouGov research revealed that 43% of 18 to 24-year-olds in the UK have never tried the spread.
Coinciding with Freshers Weeks up and down the country – famously a time of experimentation – ‘First Timers’ gives viewers a useful lesson in how to eat Marmite, and, perhaps even more importantly when it comes to first timers, how not to eat it.
A minute-long ad features two puppets who try putting Marmite on a slice of toast for the first time, where they are invited to “stroke that,” “push that” and “lick that” via a series of suggestive scenarios. It ends with the tagline ‘Love it. Hate it. Get it on.’
Shorter films run across video-on-demand and the campaign is further supported by Spotify, social media and digital out-of-home activities.
Marmite Brand Manager Laura Iliffe commented: “This campaign represents a step-change in the way we advertise Marmite – with a clear focus on driving trial and changing perceptions. We want to recruit our next generation of lovers and show young adults how to approach their first-time with Marmite.”
