Marmite is rolling out an integrated advertising campaign to support the launch of its limited edition summer spread, available to buy until September.
Kicking off on 27th July, ‘The Summer of Love Not Hate’ campaign takes design inspiration from the Woodstock summer of love in 1967 and aims to encourage the nation to spread the love this summer. The campaign will include an animated online film featuring a music battle between a colourful kitten and a crazed rock monster vying for supremacy over the new summer jars. The film will be available to watch on YouTube and Facebook.
Philippa Atkinson, Assistant Brand Manager for Marmite, 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.”
Made with 100% lager yeast for a lighter summery blend, the new limited edition variant is a delicately flavoured adaptation of the traditional recipe that has been loved (and hated) by consumers for many years. In keeping with Marmite’s opinion splitting ways, the new summer flavour will come in two illustrated ‘Summer of Love’ and ‘Summer of Hate’ jars.