Marmite, the UK's favourite savoury spread, is today launching a brand new teaser to herald the return of its controversial yet celebrated ‘End Marmite Neglect’ campaign.
Released one week ahead of the official TV advertising, the teaser is a 60-second spoof style “micro-documentary” designed to “lay bare the continuing scourge of Marmite Neglect in the UK” that sees “once beloved Marmite jars cruelly rendered to the back of kitchen cupboards” and threatens “full-scale Marmageddon”.
The teaser will make its first debut on Marmite’s owned social media channels, supported with spend across Twitter and Facebook.The digital teaser campaign will also feature an evolving and interactive social “news feed” designed to heighten awareness of ‘End Marmite Neglect’. A heavyweight PR and social media strategy focused on addressing Marmite neglect “once and for all” will follow and complement the teaser. The teaser can be viewed at https://www.youtube.com/watch?v=WufZK3xpz0Y&feature=youtu.be and consumers will be encouraged to join the conversation on Facebook and Twitter using #MarmiteNeglect.
The teaser will also set the scene for the return of the ‘End Marmite Neglect’ TV advertising. The commercial features Marmite Rescue Teams saving neglected jars of Marmite from the back of people’s cupboards and taking them to a re-homing centre where they are paired with Marmite-loving families. Created by Adam & Eve/DDB and first screened in 2013, the “Love it. Hate it. Just don't forget it” campaign will return to TV screens on 12th January. Launching across all networks, with a focus on ITV family channels, the 30-second spot will run until the end of March.
Joanne O’Riada, Marmite Brand Manager, said: “This film is part of a digital-first teaser campaign that will renew the ‘End Marmite Neglect’ campaign for 2015. By creating a world ‘beyond’ the commercial, the teaser and its supporting PR and social media campaign, will increase the noise around and shareability of the TV campaign while delivering a light-hearted reminder of the ‘Love it. Hate it. Just don't forget it’ strapline.”
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